Me+Em Opens Its First Continental European Pop-Up in Geneva
The British label Me+Em will open a pop-up store inside the Bongénie department store in Geneva, Switzerland, on 3 September — its first physical presence in Continental Europe.
The 947-square-foot space will stay open until 21 November, with curated monthly edits shifting the merchandise as the season turns: tailored separates and autumnal suiting first, then brushed cashmere knitwear, then occasion wear for the holiday period. The pop-up follows a two-week temporary store in Nantucket, on the US East Coast, earlier this year.
Me+Em called the Geneva opening part of its "ambitious omnichannel strategy" — the industry term for selling across shops, online and mobile as one connected operation — and said it will let Swiss customers discover the brand in person for the first time. More retail openings are in the pipeline for both the United States and Europe, according to the company. WWD
Founded in 2009 by Clare Hornby, who remains chief executive, Me+Em has built a compact but expanding footprint: 11 stores in the UK alongside concessions at Harrods and Selfridges, plus seven stores across North America, including one at 980 Madison Avenue in New York. Earlier this year the brand launched Suit Lab, a service that lets customers mix jackets and trousers in various combinations online and in-store. Hornby has said the key to the suit is the shape of the shoulder, and she sees the suit as the foundation of a capsule wardrobe — a small set of interchangeable pieces meant to cover most occasions.
The label's clientele has brought it attention beyond its size. Customers include the Princess of Wales and the actors Phoebe Dynevor, Kate Winslet and Pamela Anderson. Earlier this year, Me+Em was granted a royal warrant by Queen Camilla as an official supplier of clothing and accessories to the royal household — a designation that permits the holder to display the royal arms in connection with the goods supplied.
Behind the expansion is serious money. Me+Em's backers include Highland Europe, Venrex Investment Management, Oakley Capital and Freston Ventures. Revenue in fiscal 2025 rose 24 percent to nearly GBP 150 million, driven by international business. The compound annual growth rate across the three years to 2025 was 46 percent. The company is expected to publish its fiscal 2026 figures on Companies House, the UK's register of company accounts, later this year.
For a brand that until now has had no permanent shop floor on the European mainland, Geneva is a testing ground. The department-store pop-up lets Me+Em measure foot traffic and customer response without signing a long lease — a standard retail tactic for labels sizing up a new market before committing to a full store. Whether Switzerland becomes the anchor of a broader European rollout will depend on what those two months of trading tell the company.
