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Cath Kidston Does a Phoenix in Piccadilly

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Back in April, Cath Kidston, the retailer best known for a chintzy version of Britishness, disappeared from high streets across the UK and became ‘digital first’ under its new ownership: Baring Private Equity Asia.

Then, yesterday it reappeared as its flagship store on London’s Piccadilly reopened following a makeover courtesy of the in-house team and consultancy Caulder Moore. The outcome is a store that looks, from the outside, pretty much the same as when it was last open, but which is in fact much changed within.

The first thing that the visitor will notice is space. There is a lot more of it than in the store’s previous iteration, immediately helping to foster the sense of a more aspirational offer. This is backed up by a series of open roomsets laid out with festive tableware.

This is a brand that vanished as a physical entity and is now back as a grown-up version of its former self.