Welltodo Exclusive: Lorna Jane To Launch First Ever UK Store

Iconic Australian activewear label, Lorna Jane, is set to open its first ever UK store.

The world-leading brand, which has a strong presence throughout Australia, South Africa, Dubai and Holland, will launch the flagship space in Covent Garden, London, on 13th February, after receiving a positive response to their current online collaboration with UK retailer, House of Fraser.

Speaking exclusively to Welltodo, founder Lorna Jane Clarkson, explained:

“The team at Lorna Jane have BIG plans and we’re working hard to achieve them. My dream has always been to see Active Living embraced by women all over the world, and we are well on the way to seeing that happen.”

“It is safe to say that the future is bright for Lorna Jane and I can’t wait to see women across the UK embracing Active Living and visiting our beautiful new store at Covent Garden.”

It will be one of the largest Lorna Jane stores in the world, comprising of two floors featuring key styles from the brand’s new January collection, as well as an Active Living Room where customers can enjoy free workouts.

UK Brand Representative, Emma Marlow, who licensed the Lorna Jane brand in order to bring it to UK, said:

“It’s really important for us that we work alongside the Lorna Jane Australia team. Although we operate independently, they are our support network and we work daily with their team on all facets of our UK business, from the operations to the marketing, to the social media etc. So it’s very much a collaborative effort. I’m simply the lucky one that gets to run it on behalf of Lorna Jane in the UK.”

Marlow is well versed in the culture of the brand, having relocated to the UK from Australia herself. She has been working on bringing the label to the UK since 2013, after raising funds from a private investor, and is determined not to alter the Australian brand’s successful business model, despite the very different tastes of the British consumer.

“I think how Lorna Jane run their Australian and US business is part of their enormous success. Yes the British consumer has different tastes, different weather, different lifestyles, but their model runs as a fast fashion brand and I think the UK consumer resonates with that,” she argued.

“The UK consumer is used to their retail offerings being at such a fast turnaround so it makes sense not to tamper with the model, which is perfect for the UK market.”

As the activewear segment continues to grow, the pioneering brand, that has built a global presence and established a powerful sense of community over the past 25 years, hopes to now penetrate a new and very responsive market, without straying from the core values of the business.

Focusing on activewear for women and empowering women of all demographics, is what the brand does best, so the team is committed to developing these facets, even as it continues to expand.

“Active Living is at the core of everything Lorna Jane does and we’ve worked hard to ensure the philosophy has a presence in every single one of our stores,” Clarkson explained.

As the brand has grown, Clarkson says she has worked hard to remain focused on selecting the right people to take it global.  Looking for those who are driven, determined and above all else, passionate about Active Living. Because of this she knows that when a customer walks into any Lorna Jane store she will be welcomed with the enthusiasm that it is famous for.

For updates on the store’s official opening date, follow @lornajaneuk