Luxury women’s ready-to-wear brand Wiggy Kit, which was founded in 2015 by Wiggy Hindmarch, sister-in-law of accessories designer Anya Hindmarch, has opened its first flagship store at 48 Elizabeth Street in London’s Belgravia.
The opening follows a series of successful pop-ups that have helped build a loyal community for the brand and marks “an important next chapter” for the business.
The Georgian shopfront, painted in Wiggy Kit’s signature deep, earthy tones, opens into an intimate, eclectic interior spanning 780 sq ft, with walls decorated in Edward Bulmer’s ‘Jonquil’ pink.
Rather than a traditional shop fit, the space has been furnished as though it were part of Wiggy’s own home, with one-off pieces collected over time sitting alongside the clothing.
The result is deliberately unlike a conventional retail environment and is described as “relaxed, collected and full of discovery”.
Wiggy Hindmarch, who is married to Anya’s younger brother, William Hindmarch, said: “I am so excited to be opening our first flagship store this September. Elizabeth Street is the perfect home for Wiggy Kit, with its eclectic mix of independent shops and restaurants and its wonderful sense of community.
“The beautiful corner location, with its rounded shopfront window, provides the perfect opportunity for both new and existing clients to experience the brand.
“We have curated the shop to feel as though you are stepping into my home, with found pieces sitting alongside art, ephemera and antiques collected over the years.
“We have an exciting calendar of experiences and events specially curated with our customers in mind. We want to offer more than an opportunity to discover the brand; we want you to learn, be guided by our wonderful team, and ultimately ‘build your kit’.”
The opening follows the May 2026 appointment of Charlotte Clutterbuck as CEO of Wiggy Kit. Clutterbuck joined from RIXO, where she was Trading Director, and previously held senior positions at Bamford, Karen Millen and Aurora Fashions.