Soon to depart the Plaza at Preston Center, Aftershock London is planning a move north to Galleria Dallas. The relocation will be accompanied by a rebranding, adding up to a fresh experience for a wider audience in North Texas and beyond. Read on for the scoop.
Awarded by Her Majesty, Queen Elizabeth II, for excellence in delivering British fashion internationally, Aftershock London debuted its U.S. flagship in Dallas in the spring of 2013. Though first to represent the brand stateside, the location joined some 150 stores and concessions around the world, offering Aftershock’s signature “affordable glamour” from the heart of posh Plaza at Preston Center.
Since the launch, brand buzz has been building steadily among area shoppers. Gala gowns, on-trend sportswear, and fashion-forward accessories by Aftershock have been spotted on red carpets and television appearances. In addition, through innovative Dallas efforts like The Face of Aftershock London model search, and key charitable partnerships with The Cattle Baron’s Ball and the Salvation Army, Aftershock has made an effort to establish itself as a stylish member of the Metroplex community.
Today, as this polished import from across the pond continues to cultivate its American fan base, Aftershock London announces the relocation of its local flagship to Galleria Dallas. The new store is estimated to debut later this fall.
Of this move, and its somewhat unusual pre-holiday timing, Aftershock London U.S. Managing Partner Imran Sheikh (pictured above) explains, “The Plaza has been a wonderful first home for us in Dallas, and I have the utmost respect for the center. However, Aftershock’s success internationally has always come in locations with high levels of foot traffic. We made a conscious decision to test a more localized destination shopping arena [at first], and while it certainly reaped success, our original location somewhat restricted the accessibility to the brand.”
To be sure, accessibility is the name of the game at Galleria Dallas (pictured below), with some 19 million visitors annually. They represent not only locals, but leisure and business travelers from around the world, as well. The bustling shopping, dining, and hotel complex is also famous for its holiday season events and attractions program. A well-timed debut for Aftershock London could prove strategic, indeed.
Accompanying the launch of its new Dallas flagship, Aftershock will also debut a refreshed logo and increased product selection and turnover. Says Sheikh, “From being known almost exclusively for stunning gowns and dresses, Aftershock is now a multi-faceted retailer with an equal emphasis on casuals and accessories. More production is now occurring in the UK and in Italy, to allow to new trends to hit the floor every two to three weeks. The idea is for the new branding to represent this shift, be as wide in its appeal as possible, and stay relevant at a time when fashion and retail are as dynamic as ever.”
While fashion is dynamic, construction is unpredictable, and an exact opening date for Aftershock London at Galleria Dallas is still pending. The store will be located in the former Versace space, and with any luck, a debut in the Thanksgiving timeframe will be possible.
As for the Plaza at Preston Center, an unnamed retailer will take over the former Aftershock London space near the University Park Library. In the meantime, visit AftershockPLC.com to explore the latest from Aftershock London.
Images, credit Aftershock London and DFW Style Daily.