Anthropologie Opening

Anthropologie Opening

On Wednesday I went to the opening of the stylish cult store Anthropologie's flagship opening on Regent Street. It's the first store outside the States and it's a big boutique spanning 10,000 ft over three floors, with a beautiful living wall. They've shipped in thousands of plants to make up the stunning focal point which makes a big statement, especially upon realising that it's real.

They stock gorgeous homewares, feminine clothing, beautiful jewellery and eclectic gifts - on the right side of chintz, avoiding kitsch - making it the new one-stop-shop in the heart of the West End. Perfect for those stuck for ideas with Christmas approaching, you can't go wrong with girly dresses, innovative designer pieces, scented candles, luxurious bedlinen, decorative glassware, stylish crockery etc etc.

Superior to other fashion/homeware boutiques, I bet Oliver Bonas, Joy, Toast and - to a lesser extent - parent company Urban Outfitters are quaking in their (overpriced) boots.

They don't advertise, they don't get involved in any marketing activity but instead rely on a word-of-mouth PR strategy to up its status from quirky one-off store to cult favourite. We can look forward to a lot more Anthropologie goodies cropping up in the glossies, style supplements and 'best gift' guides from now on...

Open to the public today