Destree Opens London Pop-Up as UK Becomes Its Third-Largest Market

The U.K. has become Destree's number-three market, behind only the United States and France, and the Paris-based brand has answered with a five-month pop-up at 49 Elizabeth Street in London's Belgravia.

Cofounder Géraldine Guyot-Arnault told WWD the British market grew without any push from the company. "It's one of these rare markets where it's just grown spontaneously, organically," she said. "The U.K. thinks we have a very good price point, and our customers there just keep shopping."

What has Destree opened in London?

The 500-square-foot unit, painted in the brand's signature anise green, sits on a street that has become a magnet for niche and contemporary brands. Guyot-Arnault outfitted the space with vintage furniture she sourced herself. She and cofounder Laetitia Lumbroso hosted a cocktail party on Wednesday to christen the store.

Retail neighbors on Elizabeth Street include Wiggy Kit, With Nothing Underneath, Me+Em and jeweler Sophie Breitmeyer. Guyot-Arnault also flagged children's brand Pepa as a nearby occupier whose customers overlap with Destree's.

How strong is the underlying business?

The brick-and-mortar move comes amid rapid online growth for the 10-year-old brand, known for passementerie-embellished handbags and puff-sleeved Amoako jackets. Ready-to-wear is now its biggest category.

Guyot-Arnault credits carryover styles — Yoshitomo pants, Tamara jackets, jeans and satin evening separates — with generating 40 percent of apparel sales, a figure that points to repeat production rather than seasonal churn.

Direct-to-consumer now accounts for roughly 70 percent of the business, and the online store has logged monthly gains of between 80 percent and 110 percent this year.

The compact Paris flagship at 3 Rue du 29 Juillet doubled its sales over the past year, emboldening the founders to commit to a second Paris location in early 2027.

What is the distribution strategy?

Beyond owned retail, Destree leans on monthly trunk shows — often in partnership with hotels, sometimes hosted by private individuals — to raise brand awareness, test new markets and, in Guyot-Arnault's words, "control the narrative." Shows in Marrakesh and Miami are scheduled before the end of the year, and the format has already reached Mexico, Qatar, Brazil and the Hamptons.

Selective wholesale remains part of the mix. In the U.K., Destree sells through Liberty, Selfridges and Harrods, giving the brand three premium London doors alongside its new pop-up.

What comes next?

The Elizabeth Street lease runs five months, making it a market test as much as a retail bet. With a second Paris store confirmed for early 2027 and trunk shows extending its geographic reach, Destree appears positioned to convert its spontaneous U.K. growth into a more permanent presence.