Friday, 24 September 2010

Selfridges unveils longest Havaianas wall



Much has been written about Selfridges' new shoe gallery. For those of you who don't know about it, it's just a shoe department, not an art space about footwear, but because it's all fancy, it also gets a fancy name. The Shoe Galleries, as it is officially known, is the world's largest shoe department at 35,000 sq ft and cost well in excess of £10 million to create. It has 11 boutiques, a garden, a restaurant and more than 100,000 pairs of shoes. But what does this have to do with Brazil, I hear you ask? It also boasts the longest wall of Havaianas flip flops at 12 metres long.

I've written about Havaianas before, so I won't labour the point, but this is further prove of the Brazilian brand's impact on the UK market. That a rubber flip flop brand can share a "gallery" space with the likes of Jimmy Choo and Prada shows just how well it is performing here, with no real rival in sight.
John Ryan, Group Stores Editor of Drapers and Retail Week, says the Havaianas wall is "bright, cheerful and provides an entry price point for what is generally a very expensive offer." Had we been in the middle of summer, Ryan would have been sporting a bright pair himself.

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