Glasgow lingerie brand Gilda & Pearl launched a one-off pop up shop yesterday within House of Fraser on Buchanan Street.
The local lingerie label will be given prime retail space from 6-13 February during the lead-up to House of Fraser's busy Valentine's Day shopping period. Gilda & Pearl will work with House of Fraser's buying and visual teams in a bid to maximisesales and public awareness of their designs.
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Gilda & Pearl's designer and CEO, Diane Houston said: "The pop up is a great way to mark our fifth year in business. We typically deal directly with buyers or online customers so this is a whole new experience for us and one that should be great for our brand. We hope to attract men that are present hunting and women who've seen our collections online but want the experience of buying our pieces in a department store setting. We know, with the best will in the world, men in particular often find themselves shopping for Valentine's gifts at the last minute so we've brought in as many sizes and styles of lingerie and sleepwear as possible"
The pop up marks the second stage of the House of Fraser Scottish Designer showcase which launched in November last year. 'House of Fraser Presents…' previously welcomed three Glasgow based designers including the award winning Rebecca Torres who all benefited from the pop up platform within the store.
Houston said: "House of Fraser is an institution in Glasgow. Both my mum and I worked here at different stages so we have a real family connection to the store. I'm excited to gain more exposure for the brand locally and obtain feedback from customers at the point of sale. I want to spread the word about our fully bespoke lingerie service that's made in Britain and manufactured ethically."
The designers will work with House of Fraser's buying and visual teams during the busy festive shopping period in a bid to increase sales and public awareness of their designs.Gilda & Pearl will be joined by men's underwear label Dick Winters who will also be looking to benefit from House of Fraser's trading patterns that traditionally see a spike in lingerie and underwear sales ahead of February 14.
To find out more about Gilda & Pearl visit House of Fraser on Saturday 8 February between 11-1pm for a 'meet the designer' session with Diane Houston.