Destree Opens Five-Month London Pop-Up on Elizabeth Street

Fashion label Destree has opened a five-month pop-up shop at 49 Elizabeth Street in London. A pop-up is a temporary store, here a unit of 500 square feet, or about 46 square metres.

The move follows strong growth in the United Kingdom. Géraldine Guyot-Arnault, a cofounder of Destree, told WWD that the U.K. has become the label's third-largest market, behind the United States and France.

Most of Destree's business comes from direct-to-consumer sales, meaning goods sold straight to shoppers through the brand's own stores and website. Those sales account for roughly 70% of the company's business, according to the same report. The rest is wholesale, which means selling to shops that resell the goods to their own customers.

The online store has logged monthly gains of between 80% and 110% this year. Destree's flagship store in Paris, at 3 Rue du 29 Juillet, doubled its sales over the past year. The company plans to open a second Paris location in early 2027.

In the U.K., Liberty, Selfridges and Harrods are among Destree's wholesale partners. That means shoppers in London can buy the label in its own space and in the department stores that carry it.

The London pop-up runs for five months, giving the label a physical presence in the city while its wholesale accounts continue to stock its clothes. Plans for the Paris site and any further openings will depend on how the company's retail network develops.