International womenswear brand Leem is preparing a grand opening to debut its first permanent physical European flagship store in London’s Westfield White City on 15 December.

The success of its “stylish and affordable pieces designed for today’s fashion-conscious woman” brings the brand permanently to London following the “overwhelming success” of Leem’s pop-up shop in the shopping centre during the past year. It also becomes part of the brand’s “broader strategy to increase its footprint across the UK”, with plans for additional locations, an enhanced online presence, and potential partnerships, it said.

Located on the ground floor, Westfield’s premier destination for luxury brands, the 1,100 sq ft store has been designed to reflect Leem’s core aesthetic: “sleek, minimalist lines, a tonal colour palette, and thoughtfully curated displays”.

Floor-mounted fixtures and rose gold metalwork “create an elegant yet modern setting, with ambient warmth enhancing the overall shopping experience”. Shoppers are welcomed by “curated displays, bold campaign images, and inviting seating areas that elevate the in-store experience”. 

So having designed an “elegant retail space”, shoppers can discover the brand’s “newest contemporary, globally-inspired designs”. The collections showcase Leem’s signature aesthetic — “airy knits that are versatile and comfortable, tailored maxi dresses, and bold fashion statements, including exaggerated sleeves, pops of contrasting colour, cutout detailing, and eye-catching prints”.

Since launching into the UK market in April 2022 through an exclusive partnership with Selfridges online, Leem has grown its international audience while maintaining its core customer base, so testing the physical market with a pop-up location in Westfield London in 2023 was the next move.

Of the new store, Leem’s MD Miles Young said: “This milestone is an important step in our growth plans across the UK and reflects our commitment to delivering timeless fashion.

“We have been truly overwhelmed by the positive response from our customers, inspiring us to create an elevated shopping experience that embodies the heart of our brand.” 

Laura Waters, general manager, Westfield London, added: “We’re proud to provide a platform for innovative international brands like Leem, which continues to captivate our shoppers with its timeless and stylish approach to modest fashion. This milestone not only enriches our retail offering but also reflects Westfield London’s position as a leading destination for brands seeking to grow and thrive in the UK.”