Wiggy Kit Opens Its First Permanent Store on London's Elizabeth Street
Wiggy Kit, the London-based womenswear brand founded in 2015 by Wiggy Hindmarch, opens its first permanent store at 48 Elizabeth Street in Belgravia on 9 September. The 779-square-foot shop sits on a street that has become a destination for independent British clothing labels, with neighbours including With Nothing Underneath, Me+Em and jeweller Sophie Breitmeyer (WWD).
The address is one Hindmarch already knows. Wiggy Kit ran a five-week pop-up at the same 48 Elizabeth Street location in September 2025, and before that, a pop-up on the street that closed in September 2023 (Instagram; Facebook). The brand teased the return of the address as temporary. Now it is permanent.
Inside, the store reads less like a boutique than a lived-in room. The interior pairs midcentury modern furniture with French antiques, vintage ashtrays collected from New York hotels, Woody Allen film posters and a red felt chair by Gerrit Rietveld. An antique chocolatier's table from France serves as the counter. A Windsor bench and scattered French pieces round out the space (WWD).
The pricing sits in the contemporary-luxury band. Ruffle and printed tops run from GBP 200 to GBP 300, and most dresses land around GBP 400. The brand ships worldwide from its London base (Wiggy Kit).
Roughly 30 percent of Wiggy Kit's customers are in the United States, with the remainder in the UK. That transatlantic split reflects Hindmarch's own background: she grew up partly in Britain and partly in the US, with stretches in Newport, Rhode Island, and Charlotte, North Carolina (WWD). She is the sister-in-law of accessories designer Anya Hindmarch.
The business behind the store is growing. CEO Charlotte Clutterbuck told WWD that Wiggy Kit has been doubling year-over-year (WWD). A first permanent store is the kind of step a label takes when online growth demands a physical counterpart, a shift from selling through a website to selling through a room a customer can walk into.
Store hours at the Elizabeth Street location are Monday to Saturday, 10am to 6pm, and Sunday, 11am to 5pm (Wiggy Kit).
