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French brand Iro plans expansion in UK

By FashionUnited

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The high-end Parisian brand Iro - popular with celebrities like Kate Moss, Gwyneth Paltrow and Scarlett Johansson and known

for its clean and sporty look with an arty angle - has its eyes firmly planted on Europe and the United States when it comes to expanding beyond home shores. For the second quarter of the year, Iro is planning to open 17 new boutiques, of which only six will be in France; the rest abroad.

In the UK, Iro is planning to make its high-end collections for men and women available as well and has signed up a 140 square meter space to open a store in Brompton Cross, West London in June of this year. The company has commissioned real estate agent Cushman & Wakefield to scout for more locations in London – about three to four are currently planned.

Germany is high on the list of store openings too with a first German store planned later this year in Munich; Denmark will follow with a store in Copenhagen by the end of the year. The 200 square meter store in Munich was arranged through real estate specialist Jones Lang LaSalle who also advised the Parisian label about the expansion in Germany.

In the US, Iro plans to open its second and third store in Los Angeles, one on Beverly Drive and another one in Venice Beach. The French label’s first store in the States opened a year ago in New York’s Soho neighborhood and a second one in the city is on the cards.

Iro was founded in 2004 by Laurent and Arik Bitton. The two brothers left careers in music to take over the family business, a women’s wear line called Somebody. Iro was launched initially with the aim to merge classic Parisian chic with edgy street style. Soon, apart from laidback staples for women, the duo also offered high-end fashion for men and continues to be inspired by rock ‘n roll. Iro is available in exclusive department stores such as Selfridges, Harrods and Barneys and currently has 76 outlets and 10 stores across 40 countries.


Iro