Urban Outfitters to open London dress pop-up on King's Road

Pop-ups are ideal for a focused seasonal launch, so streetwear giant Urban Outfitters is set to open a temporary ‘Summer Dress Shop’ on London’s King’s Road.

Opening from 27 April until the end of summer, the 275 sq ft store, adjacent to sister brand Anthropologie, is to be a “celebration of summer and design”, transformed into a “true Urban Outfitters space” showcasing its full dresses range.

It hopes that the Summer Dress Shop will attract new consumers looking for good summer pieces while giving existing customers a different retail experience with designs “inspired by modern tailoring for key summer looks”.

It will feature a range of styles including its exclusive Light Before Dark collection. The designs have been inspired by modern tailoring, archive silhouettes, vintage fabrications and detailing for "key summer looks”.

Fashion director Malika Zagzoule said: “Summer dresses are such a staple in everyone’s wardrobe. Urban Outfitters has something for everyone. Our unique approach to designing the dress range has allowed us to organically grow our offering of beautifully crafted garments to a point where it deserves to be celebrated and highlighted in its own way.”

The pop-up adds to the continued expansion of Urban Outfitters in Europe, with three further retail spaces set to open from June.