London fashion label Tove is set to launch a new pop-up on Sloane Street this coming November. Co-founders Camille Perry and Holly Wright are moving beyond a purely digital model to build deeper, in-person connections with their customers.
Trading Mayfair for a Sloane Street residency through January
After running a successful residency in Mayfair last year, Tove is shifting its physical presence to a more high-traffic area. As reported by Vogue Business, the brand is securing a space through the Cadogan Estate that is intended to run until the end of January. This move is a strategic attempt to overcome the inherent limitations of a direct-to-consumer (DTC) business model, which can often feel disconnected from the customer.
The choice of location is highly intentional, focusing on "brand adjacencies" that align with Tove's aesthetic. By positioning themselves on Sloane Street, the brand will sit near established names like Zimmerman and Erdem. The founders also noted that being near a wardrobe-centric brand like Toteme could provide valuable insights, especially since denim—a category where fit is paramount—was a top performer during their previous Mayfair stint.
The Topshop-era expertise of Camille Perry and Holly Wright
The DNA of Tove is deeply rooted in the fast-fashion training grounds of the early 2010s. both Camille Perry and Holly Wright began their careers at Topshop, where they rose to become head of design and head of buying, respectively. This background provided them with a comprehensive understanding of the "everygirl" market—a demographic they now serve with a more intentional, slow-fashion approach.
This transition from the high-speed world of the Arcadia Group to an independent, intentional brand reflects a broader shift in the industry. While many designers move toward massive conglomerates, Perry and Wright have prioritized the freedom to control their own ethos. They have built Tove to cater to the modern woman—often balancing stressful city jobs and family life—using the commercial instincts they honed during their years at Topshop.
Why independent brands struggle with model casting and sample production
Operating as an independent entity brings significant logistical hurdles that larger, conglomerate-backed brands rarely face. The co-founders highlighted that managing sampling and production is a constant battle, particularly when trying to ensure inclusivity. For a smaller business, the financial investment required to create a broad range of samples across different sizes,skin tones, and ages is substantial.
Casting also presents a unique challenge for London-based labels. According to the report, it has become increasingly difficult to secure models in the UK, as agencies often prioritize Milan. This makes it harder for independent brands to present a diverse and representative runway, a conversation that Perry and Wright believe the industry must treat as a holistic process rather than a last-minute decision.
Will the Cadogan Estate residency evolve into a permanent store?
While the current plan is for a temporary residency, several questions remain regarding the long-term future of Tove's physical footprint. The founders expressed hope that the Sloane Street location could eventually become a permanent fixture, following the path of brands like Roksanda. However, the brand is still navigating the complexities of market data, including a recent shift where best-selling sizes have trended toward the smaller end of the spectrum in certain markets.
There are also broader concerns regarding the safety and security of their small, intentional team. Given the current level of political and social activity across Europe and the UK, the founders noted that the safety of their staff remains a primary concern. Whether the residency provides enough data and customer cultivation to justify a permanent move remains to be seen.
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