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Images: The Cherry Moon | Sloane Stanley


Sloane Stanley has announced the signing of The Cherry Moon, a fashion e-tailer for luxury and emerging independent brands. Located at 366-368 King’s Road, the brand will launch their bricks and mortar debut in April.

The Cherry Moon began as an e-commerce platform, dedicated to showcasing emerging international designers, to UK audiences. Originating from a photography studio, the brand has used their technical background to drive this new retail concept forward.

They have now selected the King’s Road as the next step in the business, bringing the platform into a bricks and mortar space. The brand will maximize on the capacity of a physical store, implementing a chic-minimal décor with an in-store bar area, which they will also use as an event space.

Hannah Grievson, Property Director at Sloane Stanley, commented: “We are keen to work with emerging retailers and welcome brands that embrace leading trends in the market. The Cherry Moon’s assortment of new international brands will complement the fashion offer on the King’s Road. I have confidence that this brand will join in the success of fellow e-tailers who have made their bricks and mortar debut on the King’s Road.”

Jevz Nair, co-founder and head of technology at The Cherry Moon, added: “Being an online-first business, we felt perfectly placed to swim against the narrative, launching a high street presence once we knew that there was an appetite for a blended online and physical approach to retailing. We have ambitions to develop our bricks and mortar portfolio in the UK and internationally, and we’re greatly pleased to be marking this with an initial store in Chelsea.”

The Cherry Moon joins the estate alongside two recent fashion pop-ups on the King’s Road. Unconventional Eastern heritage brand, Vilshenko Maslenitsa, is running a pop-up at 331 King’s Road from March 25 to April 7. Also, Introvert, an affordable luxury fashion brand with an 100% sustainable concept is holding a pop-up from March 18 to March 31 at 341 King’s Road.

Savills and Miles Commercial represented Sloane Stanley. The Cherry Moon represented themselves.