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The 5,000-square-foot building spans six floors and was formerly the showroom and sales space for jeweler Solange Azagury-Partridge, who has since moved to a smaller store in Bayswater. It’s the second town house space for Matchesfashion: The first, known as No. 23, opened seven years ago in London’s Marylebone and the Georgian building is used to host events and service VIP customers by appointment. Real estate sources estimate that Matchesfashion will be paying about 600,000 pounds, or $776,200, a year to lease the building from property owners the Grosvenor Estate. The town house concept has become core to Matchesfashion.com ’s growth strategy, a retail pillar that stands alongside the brand’s web site and the five brick-and-mortar stores it operates across London. Matchesfashion’s owners Tom and Ruth Chapman have always seen it as a social space where they can offer personalized service to their heavy-spending customers. “It’s for clients who, for whatever reason, don’t want to shop in a store,” Tom Chapman told WWD’s Retail 2020 forum last month. “We use it to engage it with high-value existing customers, and there is no product held in a town house at all.” Personal shoppers select the product according to the customers’ brief and take it to the town house. They only see merchandise that’s been selected for them, according to their brief. The personal shoppers also connect with customers digitally, send them product recommendations, and visit clients internationally.

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