Hush preps triple store openings heralding omnichannel arrival

Premium women’s fashion brand Hush is to open three full-price stores — in Bluewater in Kent, Guildford in Surrey and Marlow in Buckinghamshire, in October — “a important milestone in the brand’s next phase of growth,” for the digital London-founded brand.

With the introduction of the trio, it’s the start of a long-term strategy “to bring together the strength of its established digital business with a richer physical retail experience, reflecting the way its customers now want to shop: seamlessly, flexibly and with equal confidence online and in store,” it said.

Founded by Australian Mandy Watkins, Hush “is known for being intentionally relaxed, curating a modern wardrobe designed to feel effortless, considered and easy to wear,” she said.

The new stores have also been designed as “welcoming spaces where customers can explore the collection at their own pace and connect with the fit, fabrics, quality and styling that define the brand” across clothing, knitwear, outerwear, denim, accessories and footwear.

Miles added: “Our customers have always connected with us online, but they also tell us how much they value the chance to experience the brand in person – to try pieces on, feel the fabrics, get styling advice and spend time with the collection in a more personal way.

“Digital and physical retail are now equally important to how our customers want to shop with Hush. While not every omnichannel capability will be available from day one, we are committed to building a seamless customer experience as we continue to invest in the brand.”