Since launching six years ago, London brand Tove has become a uniform for the style set, including Alexa Chung and Katie Holmes. Now the brand is preparing to open its debut pop-up. Tove’s temporary Mayfair shop, which is open from November 18 to December 1, will stock the hard-working, nonchalantly polished pieces for which it’s gained fame.
“So much of our product is about the quality,” says Holly Wright, who founded the brand with Camille Perry in 2019. “You can’t really convey that through an online image, so just to be able to touch, feel and see the true colour and fabric is important.”
Perry and Wright aim to create “useful” pieces that women can wear multiple ways for multiple purposes – that could mean a timeless LBD or a beautifully cut coat – all with contemporary twists that allude to a penchant for style over trends. The red-brick Mayfair store will reflect what Tove stands for. “It's just a beautiful part of London that feels very on-brand [for us]; it’s timeless,” says Perry. “Mayfair will always be Mayfair. It’s not one of those buzzy areas that then goes off burn.”
The capital is a big market for the brand, and Tove has been a London Fashion Week fixture since 2023. “Our customer is [more quietly dressed] than the London stereotype. She’s maybe not at the forefront of your mind when you think of the capital,” says Wright. “That’s the beauty of London; we’re such an eclectic mix of so many people. Brands will always find their woman in London, because there’s such a melting pot of different styles and people.”
Perry agrees: “London is seen externally as this a place for young, emerging, creative, experimental fashion. That definitely exists, but there’s also a discerning woman here who appreciates quality and has a more understated individuality. It isn’t loud and attention-grabbing, but refined and low-key. Our woman dresses for herself. She doesn’t need to be the loudest person in the room in terms of what she wears.”
The two-room store will hew to Tove’s dialled-down aesthetic. Furnishings, which are created in collaboration with female-led lifestyle and interiors brand Ransom & Dunn, will be sparse, but beautiful. “It’ll feel like a neighbourhood store,” says Perry. “It will be chic, but friendly – that’s really important. We want our customers to feel welcome, there’s nothing worse than being in a store where you feel you can’t touch anything.”
The pop-up will house the brand’s current collection, as well as its footwear. It will also be the first time Tove’s denim line will be available to physically shop in its entirety. “We also have plenty of Christmas gifting options, great lingerie and accessories. Get the husbands in and we’ll point them in the right direction,” says Wright, laughing.
Both designers see the pop-up as a way of testing the waters before they open a permanent London store. “The physical story is very much front of mind,” says Wright. “From day one, we’ve wanted to be a global brand, so it’s about finding the right space. It’s exciting because it feels like the next part of the journey.”
Tove’s Mayfair pop-up runs from November 18–December 1.
Hours:
Mon to Sat 10am–7pm
Sun midday–5pm
