Online retailer ventures into bricks and mortar under Chris Elli name.
By Kate Doherty
Watch e-tailer Watches2U International has opened a flagship store under the name Chris Elli at 12 Bond Street in Brighton, showcasing branded jewellery collections among its offer.
The store marks the first opening of a planned roll out of a dozen UK Chris Elli stores in the near future. The Chris Elli concept store brings together several product areas already sold under the Watches2U International banner, through websites Watches2u.com and Sunglasses2u.com, and indicates a new direction for the company.
The store resides among a selection of independent fashion, gift and jewellery stores, as well as cafes and trendy hair salons on Bond Street, which is in the North Laines in Brighton.
The fully refurbished shop is operating under the Chris Elli brand, a name inspired by the two young daughters of Watches2U managing director Danny Toffel.
It will sell jewellery collections from brands including Babette Wasserman, Unique Jewelry, Fossil, Guess, Shimla and Hot Diamonds.
Toffel said: “I am very proud to be opening this beautiful shop that reflects the new direction of the business, and is named after my two daughters.”
The Chris Elli shop will also sell fashion and luxury watches as well as designer sunglasses.
Its buying director Anna Lyly said: “The next step for us is launching chriselli.com where all these product categories will come together in a sleek and contemporary online shop, and we plan to continuously expand our offering and become a one-stop shopping destination for fashion and accessories."