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Popular British plaid purveyor Burberry is opening two new stores today for its Burberry London and Burberry Brit lines under its headquarters at 444 Madison Avenue. Burberry already has 62 stores in the U.S. and Canada, but these are the first stores in the world that are devoted specifically to the London and Brit lines.
The move marks Burberry's intent to clearly identify the brand's three areas of expertise. Burberry Prorsum represents runway fashion, London is its tailored, office-ready line, and Brit is the fun, casual one.
Both of the new, 1,500-square-foot stores have a distinct appearance to help differentiate the brands. The Brit store is black and chrome, with merchandise displayed by hanging it from the ceiling (edgy). In contrast, London's store is more traditional and clubby, with wood-paneled walls and smoked glass furniture.
Those are also the looks that will go along with the lines' in-store displays. Saks Fifth Avenue opened a Burberry London in-store shop already and has plans to open one for Burberry Brit in the spring.
· Burberry Shakes Things Up on Madison Avenue [WWD]