London and New York Retailers Gear Up for Temporary Shopping Swap

August 25, 2009 • Shopping

Sienna Miller in participating brand Twenty8Twelve

Here's a neat idea: two style-savvy streets—one in New York and one in London—will be pioneering a sort of locational shopping swap later this month. Retailers on London’s Newburgh Street, off Carnaby Street, and others in New York’s Lower East Side will be packing up their wares and traveling both ways across the Atlantic to set up shop temporarily in each other's cities. From Thursday through Sept. 13, fifteen London labels, including
Twenty8Twelve, Fred Perry and jeweler The Great Frog
, will  reside in a
pop up space on Orchard Street in the Lower East Side. Then the following month from Oct. 1st to Nov. 1st, 15 Lower East Side-based boutiques including Earnest Sewn, Wendy Mink
Jewelry and By Robert James
will take up residence in pop-up spaces on
Newburgh Street, London and in nearby Lowndes Court. “The Newburgh Quarter and Lower East Side swap is a great story about
the strength of the independents in both of these areas, most of whom
will never have retailed outside of their own country before,” said Simon Quayle,
director of Shaftesbury Plc, which owns and manages the stores in the
Carnaby Street area, and whose company conceived the idea. The participating stores will still remain open in their respective
cities during the swapped period, but have agreed to the changeover in
order to stake out new territory for potential markets in the future. Attendees of New York Fashion Week will be able to scope out the London retailers On Orchard Street before they make their way back to Britain September 13th.

Article Source: WWD
Photo Source: photobucket
-Alia Rajput

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