Adena opens first travel boutique for Monsoon

By

Sandra Halliday

Published
Jun 21, 2023

Hot on the heels of its debut in Islington, Monsoon on Wednesday opened a store in London’s Waterloo Station.

The new location is part of its travel boutique concept and is the latest addition to the travel retail portfolio of Monsoon’s parent company, Adena Brands. The firm operates a raft of sister brand Accessorize travel stores in major stations and airports across the UK and Europe. The latest opening will take the number of travel stores to 28 in the UK and 38 in total across Europe. 

But the fact that Adena’s now opening such a boutique for its Monsoon brand is a significant sign of how the label has bounced back in previous years after previously closing many stores and its founder even suggesting it would be a digital-first operation in future.

Instead Monsoon has been opening new boutiques and a travel-specific one underlines its current appeal.

The new boutique is a “bright, uplifting retail space with a hand-painted window design, artisan details and a fabric chandelier centrepiece”. 

The company said the location “will serve as an ideal testing ground for Monsoon’s travel boutique concept, offering seasonal collections as well as travel essentials drawn from its women’s clothing and accessories ranges”. 

As well as core travel accessories, the store includes an expanded summer beach assortment, casual dresses “for those traveling on weekend trips and to festivals”, and a selection of occasionwear and accessories for more formal events and destinations. 

Paul Thomas, Retail Director for the Monsoon and Accessorize brands, said: “Transport hubs such as stations and airports have long been central to the success of the Accessorize brand; now we’re optimistic about bringing that expertise to Accessorize’s sister brand. 

“Monsoon… has always had a strong travel offer. Bringing our new travel boutique concept to the UK’s busiest train station is a great opportunity for us to build on that and serve our customers as they head out for the weekend or on holiday, or when they come into London for an event or occasion. 

“We will trial a new product assortment in Waterloo to provide our customers with core travel essentials as well as items for last-minute gifting, and also including our successful beachwear collection and occasionwear items.”