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Behind the brand: A morning in New York with Lara Mead and Louise Roe.

As our brand approaches its milestone tenth year, our co-founder Lara Mead caught up with journalist and Sharland England founder, Louise Roe, on a recent trip to New York. Touching on Varley’s evolution, our flagship store, and what’s on the horizon for 2024, Lara gives us a behind-the-scenes look at the brand’s journey.

Sitting down over a coffee at Ralph's, the pair discussed the opening of Varley’s first ever store on London’s iconic King’s Road back in August.

"Opening the store on the King’s Road, that was definitely the proudest moment for Ben and myself, and I think it took us both my surprise. All the people who had been on the journey with us were there. That was an amazing moment.

– Lara Mead

Lara also hinted at what’s to come for store expansion in the US in 2024, sharing that every Varley store will “have the same feel, slightly tapered to each space and location.”

“We’re opening stores here in New York next year which is very exciting. This trip was in part to visit the sites and begin the creative process.”

– Lara Mead

While exploring Varley’s New York showroom on Fifth Avenue, Lara highlighted her top picks from the Alpine collection and the conversation veered back to how the brand has evolved since its founding. Lara explained, “we sit in contemporary; we don’t sit in activewear anymore. We are a contemporary brand that goes deep into our customers wardrobes.”

“Women come to Varley and get something that’s versatile, transcends seasons, something that will last for years and can be incorporated into their everyday wardrobe.

– Lara Mead

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