Hush, the premium women’s fashion brand, will open its first three full price stores in Bluewater Shopping Centre, Guildford and Marlow this October, marking an important milestone in the brand’s next phase of growth. The openings form part of Hush’s long term strategy to bring together the strength of its established digital business with a richer physical retail experience, reflecting the way its customers now want to shop: seamlessly, flexibly and with equal confidence online and in store. 

For Hush’s customer, digital and physical channels play equally important roles. Online continues to offer convenience,  inspiration and access to the full brand universe, while stores give customers the opportunity to experience Hush in a more  personal and tactile way – seeing the full wardrobe edit, feeling fabrics, checking fit and receiving styling advice in a relaxed  environment. The move into owned retail is therefore not a shift away from digital, but a natural extension of how  customers already discover, consider and buy from the brand. 

Founded in London in 2003 by Australian Mandy Watkins, Hush is known for being intentionally relaxed, curating a modern  wardrobe designed to feel effortless, considered and easy to wear. The three new stores have been designed to bring that  proposition to life: warm, welcoming spaces where customers can explore the collection at their own pace and connect  with the fit, fabrics, quality and styling that define the brand. 

Each location has been chosen to support Hush’s target customer: style-conscious women who value quality, versatility  and ease, and who want clothes that work across real life rather than a single occasion. Bluewater gives Hush a presence in  one of the UK’s leading retail destinations, with reach across the South East. Guildford brings the brand into a premium,  affluent retail environment with a strong fashion customer base. Marlow, with its vibrant high street and community feel,  reflects the local, relationship-led retail experience that is increasingly important to Hush customers. 

Sarah Miles, CEO of Hush, said “Opening our first full price stores is an important moment for Hush and for the next stage of  our growth. Our customers have always connected with us online, but they also tell us how much they value the chance to  experience the brand in person – to try pieces on, feel the fabrics, get styling advice and spend time with the collection in a  more personal way. 

Digital and physical retail are now equally important to how our customers want to shop with Hush. Our ambition is to  create a connected experience across both, so customers can move between our website and stores with the same sense of  ease, service and confidence. While not every omnichannel capability will be available from day one, we are committed to  building a seamless customer experience as we continue to invest in the brand.” 

Each store will showcase Hush’s full collection across clothing, knitwear, outerwear, denim, accessories and footwear,  edited to help customers build versatile wardrobes for every day. Alongside new arrivals and signature bestsellers,  customers will be able to access styling guidance and outfit inspiration, creating a more personal shopping experience that  complements the convenience and breadth of the online offer.