Aftershock London Closes At Galleria Dallas; Boutique Marked British Brand’s Only U.S. Location

A much buzzed-about British import shuttered quietly at Galleria Dallas over the weekend. Read on for the scoop on the surprising closure of Aftershock London’s only U.S. location: Aftershock London Gown Image Touting an award from Her Majesty, Queen Elizabeth II, for excellence in delivering British fashion internationally, Aftershock London debuted its first U.S. store in Dallas in the spring of 2013. The location joined some 150 stores and concessions around the world, offering the brand’s signature “affordable glamour” from the heart of posh Plaza at Preston Center. In the months to follow, buzz mounted among area shoppers. Gala gowns, sportswear and fashion-forward accessories by Aftershock, hallmarked by sequins, shine and trendy details, seemed to click with the Big D shopper. Further, special efforts spearheaded by Aftershock London U.S. Managing Partner Imran Sheikh (pictured below) showed an effort to put down long-term roots in the Metroplex. They included The Face of Aftershock London model search, co-hosted by DFW Style Daily, as well as charitable partnerships with the Cattle Baron’s Ball and the Salvation Army DFW Women’s Auxiliary. 2 Imran Sheikh Fast forward to the fall of 2014, and a surprising move from Preston Center to Galleria Dallas ended Aftershock’s Park Cities run. Imran Sheikh explained to DFW Style Daily upon the announcement, “The Plaza at Preston Center 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.” Aftershock London Galleria Dallas Exterior 2 Aftershock’s second home at Galleria Dallas seemed to represent a more strategic fit, indeed. Centrally located on Level One, the boutique was poised to attract its share of the mall’s 19 million annual visitors, including both locals and leisure and business travelers from around the world. Community and philanthropic outreach continued, as well, and the local Aftershock team planned to debut additional area locations, in time. This long-term goal, however, never came to fruition. This past Saturday, January 23, Aftershock London quietly shuttered at Galleria Dallas. No prior announcement was made to the press or shoppers by the mall or the brand. We learn today that an internal decision prompted the closure: Though sales were healthy at the Galleria boutique, expansion was no longer in the cards, therefore hampering the overarching plan for U.S. expansion. Sheikh again offered special insight to DFW Style Daily. “We did everything required here in Dallas to build a foundation for success and growth,” the former Aftershock London U.S. Managing Partner explained exclusively to DFW Style Daily. "We have enjoyed a relatively successful run since opening at The Plaza at Preston Center in May 2013, then moving to Galleria Dallas in the fall of 2014. This closure was a very difficult decision for me personally, and I am so proud of the philanthropy, marketing campaigns and social events we engaged in over the past two and a half years. On a local level, Aftershock London achieved much in a short space of time." We agree that Aftershock London made a positive impact on Dallas, from both a fashion and philanthropic perspective. The brand’s glitz, glamour and community spirit will most certainly be missed. From DFW Style Daily, we wish local members of the Aftershock team all the best in their future endeavors.