Saltwater opens London store

Upmarket women’s fashion label Saltwater is to launch its first store in London this winter, with interiors designed in-house.

The 111m2, two-storey space is scheduled to open on Marylebone Lane ‘before Christmas’ and will boast the brand’s entire collection of knitwear, wovens and accessories, Saltwater production manager Paula Townsend says.

Plans to open additional stores are in the pipeline. ‘We are going to see how the Marylebone store goes first.

‘We want to take it slowly and make sure that it’s done properly, but the idea is to roll out [the concept] and open other stores,’ Townsend explains.