Australian retailer to open flagship in Notting Hill

By

Barbara Santamaria

Published
Nov 1, 2016

The Dayrooms, a new concept store showcasing Australian womenswear brands, is opening a store in London’s Notting Hill next month.

Fashion brands such as Thurley, Finders Keepers, Seafolly, Salt and Bec & Bridge will be available at the store which will spread over 1,195 sq ft over a ground floor and basement unit.  

The space will also stock homeware brands including Mud Australia and beauty products.

The Notting Hill boutique will be located at 237 Westbourne Grove, close to the junction with Ledbury Road. Other retailers in the area include Sandro, Maje, Anya Hindmarch and Matchesfashion.com.

The Dayrooms was created by London-based friends Aytan Mehdiyeva and Zumrud Mammadova. It will be the first ever store to focus on Australian fashion, beauty and lifestyle brands.

“Many of the brands on offer at Dayrooms are only available online or as small concessions within stores such as Selfridges,” said Amanda O’Flaherty, associate director of Harper Dennis Hobbs.