BRITISH brand Jaeger will open a pop-up store for its Boutique by Jaeger label in a bid to tempt a younger clientele. The shop will showcase the full Boutique autumn/winter 2010-11 collection as well as accessories and gifts from labels such as Les Nereides, Rough Trade, Essi sunglasses, Assouline books and Stenoflex cameras.

“The opening of our Boutique by Jaeger pop-up shop in the heart of the West End introduces the Jaeger brand to a new, younger shopper, while providing a unique shopping experience for the existing Jaeger customer,” explains Belinda Earl, the label’s ceo. “I am absolutely delighted to welcome the Boutique by Jaeger girls into the Jaeger fold.”

The store’s wallpaper has been exclusively designed by illustrator Julie Verhoeven, making for a beautiful interior aesthetic. Customers will also be able to peruse highlights of Jaeger London’s latest range.

The Boutique by Jaeger pop-up shop will open on August 7, at 10 Foubert’s Place, off Carnaby Street, London.

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