Liberty Department Store Embraces Maximalism with Exclusive Bridgerton Partnership
On a damp Thursday in central London, shoppers seeking refuge from the rain are immersing themselves in Bridgerton-themed escapism at the upmarket Liberty department store. The store has dedicated its entire fourth floor to the raunchy period drama, creating an immersive retail experience that aligns perfectly with current consumer trends.
Unique Shopping Experience Drives Success
Lydia King, Liberty's new retail managing director, explains the store's philosophy: "When customers come to Liberty they want the discovery of new brands or something a bit different." King, who recently returned from New York where she negotiated with potential new labels ahead of fashion week, emphasizes that Liberty caters to design-focused shoppers who approach purchases with "the mindset that they might find something wonderful rather than looking for a logo-ed product."
"Not being able to find it elsewhere – that point of difference – is the most important thing," King asserts. This approach becomes particularly crucial during the ongoing cost of living crisis, when every purchase requires careful consideration. According to King, when shoppers do buy something at Liberty, "it has to be amazing."
Bridgerton Collection and Maximalist Trend
The Bridgerton collection, showcased against a backdrop of wood panelling, a four-poster bed, and what appears to be the desk of Penelope (played by Nicola Coughlan), coincides with the fourth season of the Netflix hit. The range features Regency-inspired prints on everything from scarves and dresses to duvet covers.
This collection fits perfectly with the maximalist trend for richly coloured and patterned decor that Liberty says helped drive a significant 10% rise in sales at its retail arm last year, reaching approximately £142 million. The store also reported a double-digit rise in profits and increased sales in jewellery and clothing categories.
Defying Industry Challenges
These positive results come despite a challenging period for rival luxury department stores. Selfridges, Harvey Nichols, and Harrods have all reported falling sales and losses in recent times. Across the United Kingdom, dozens of department stores have closed their doors, including the entire Debenhams and Beales chains, as they face heavy competition from online retailers and direct-to-consumer brand sales.
Liberty itself faced significant struggles in the noughties, when it was listed on the stock exchange but mired in losses, forcing the sale of property including its flagship store to raise cash. The turning point came in 2010 when private equity group BlueGem purchased the company for £32 million, with Italian financier Marco Capello leading a restructuring that stabilized the business.
Strategic Growth and Partnerships
King attributes Liberty's recent success to several strategic factors:
- A strong range of own-label goods spanning fabrics, fragrance, and clothing
- A loyal base of mostly local shoppers who regularly visit in search of creative and exclusive items
- Exclusive brand partnerships with names like Peachy Den in fashion
- Eclectic collaborations including Adidas sports shoes featuring Liberty prints
"Our business is more robust than others," claims King, who previously worked at Selfridges, Harvey Nichols, and Harrods before joining Liberty just over two years ago as buying director. "Over the last six years the business has grown enormously and locals are the biggest part of that."
Architectural Constraints and Creative Solutions
The Tudor revival landmark, which opened in its current location in 1924 after being founded by Arthur Lasenby Liberty in 1875 with a £2,000 loan from his future father-in-law, presents unique retail challenges. Much of the store is arranged around a grand atrium derived from the timbers of two 1800s Royal Navy vessels – HMS Impregnable and HMS Hindostan.
This distinctive architecture means that in many areas, Liberty is effectively "retailing from a corridor." In such constrained spaces, "every brand and every product has to count," King explains. The listed building lacks the flexibility to follow rivals in adding numerous bars and cafes to attract crowds.
Future Expansion and Optimism
Despite these challenges, Liberty has maintained strong sales despite changes to VAT tax breaks for tourists implemented post-Brexit and difficulties on nearby Oxford Street. A substantial increase in online sales, particularly in jewellery, fashion, fragrance, and fabrics, has contributed significantly to growth.
This year, Liberty plans to expand its jewellery department and build on its own-label ranges, which now include the fast-growing LBTY fragrance, silk dresses, wallpaper, and cushions alongside its traditional scarves and fabrics. The store is expanding its in-store fabric department and introducing new designs more frequently, partnering with artists like Grayson Perry.
Exclusive ranges with brands like Jellycats' Bartholomew Bear and Topshop, which chose Liberty for its return to the high street last year, have drawn queues of enthusiastic fans. These partnerships appeal to younger shoppers who visit from neighbouring Carnaby Street, home to sought-after brands like Charlotte Tilbury and Brandy Melville.
Liberty has also maintained departments that many rivals have abandoned, particularly haberdashery, which along with its fabrics appeals to the UK's growing community of crafters inspired by social media.
"We feel optimistic. We've got a lot in the pipeline," King concludes. "We are just guarding Liberty for the next generation."
