K-Way may be a lone merchandise retailer, but it hasn’t held back on design and technology in the newly opened Covent Garden unit.
Brands that become retailers on the strength of a single item are increasingly common and K-Way, the Paris-based purveyor of ‘packable jackets’ is a case in point.
The company has just opened a store in Covent Garden that sells pac a macs in depth, alongside a range of related rainwear and accessories.
And in the normal run of things this would result in a outdoorwear shop of the kind frequented by hiking types preparing for a trek up Kinder Scout.
Not so at K-Way, where a brown wood, open-fronted wardrobe display is broken up by digital screens, and in the mid-shop there are freestanding counters and iPads where the ranges can be browsed.
It feels more fashion store than a starting point for the great outdoors.
It is also worth noting that the store’s 1,300 sq ft is a till-free zone – all of the staff are equipped with tablets for purchases.
More to the point is that, like others such as Hunter on Regent Street, this is about making a competent and good-looking offer from a lone merchandise category.
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