LONDON — L’Agence has launched a pop-up in Selfridges’ denim studio. The contemporary women’s brand , founded by J Brand’s Jeff Rudes, is looking to the department store to help build its reputation in Europe.
“I have done a lot of business with Selfridges over the years and it is a luxury store which can build brands, so it’s a very important destination for L’Agence,” said Rudes.
He sees the U.K. as a key market for the wholesale-driven brand. It has just begun to put the focus on opening own stores.
The brand has been expanding its retail footprint across the U.S., in places such as Miami, San Francisco and the Meatpacking district in New York. It is looking to open a London site in 2021.
“The U.K. is the most important market for us in Europe, and we will be very careful not to over distribute L’Agence. Our strategy is to be in the top stores in London and the U.K.,” said Rudes.
The pop-up showcases of some of L’Agence’s best sellers such as denim. There are the Margo and Marguerite styles, both high-rise skinny jeans, the latter with a longer inseam. According to L’Agence, denim is the bread and butter of the brand
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