Fashion label B Store to be replaced by Other brand

Fashion store and label B Store is closing to launch new brand Other, with branding by Colville Walker and interiors by furniture designer Dean Edmonds and architect Tom Finch.

Other logo

B Store was launched just over ten years ago by Kirk Beattie and Matthew Murphy initially as an own-brand collection, followed by collaborations with retailers and wholesalers.

The store and fashion label will now close, though the footwear brand created by third partner Jose Neves will remain on sale in other outlets and in the new Other store.

Colville Walker initially began working with B Store in 2009, when it was brought in to redesign the logo and design the brand’s editorial-focussed fashion magazine B-Mag. It will continue to design B-Mag, which will still exist as a stand-alone publication.  The consultancy will also be designing the Other magazine, a free-sheet brand publication.

B-MAG, also designed by Colville-Walker
B-MAG, also designed by Colville-Walker

Colville Walker founder Christopher Colville Walker says, ‘We went through a lot of different ideas with the naming but Other was there from the start. In a roundabout way it needed to express another way of retailing – it’s getting back to how [B Store] started, as bringing in unknown labels and designers and becoming more customer-focused.’

The Other branding will be seen across online platforms, printed collateral, and in-store graphics and signage for the retail space on London’s Kingly Street, which currently houses B Store.

The space’s re-appropriation as the new Other outlet will see interiors redesigned to incorporate a new exhibition space, as well as selling own-brand and other fashion and lifestyle brands’ clothing, accessories, homeware and books. Store walls and windows will also display photography, sculpture, painting and illustration.

Colville Walker says, ‘B Store only moved into the space at the start of the year so we’ll be introducing different colour-ways and patterns. It’ll keep the wooden and painted-wood look and feel and we’re developing patterns based on natural materials like stones and concrete. It’s quite humble in a sense – that’s always been the B Store way.’

Other will open on 3 September.

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