Press

Drapers

April 2012

Henry Graham

Wolf & Badger’s co-founder tells Graeme Moran why the fashion-forward indie chose Mayfair for its second store.

You’re opening a new Wolf & Badger store on Dover Street in Mayfair, London, on April 12. Tell us about it.

It will be a 2,000 sq ft store selling some of our favourite designers that have passed through our Notting Hill boutique. It will also showcase and sell some other cool up-and-coming British luxury brands that we haven’t previously worked with, but who we greatly admire. It will include a gallery space which we rent out to artists, gallerists, pop-up shops or for events.
Why Dover Street?

We’ve been looking for the ideal location for our second London boutique for over a year and this is the best street in London for fashion-forward retailers. We love Dover Street and feel that for the cutting-edge product we sell it is the ideal location. It also happens to be in an 18th-century Mayfair townhouse and the property itself is amazing.
What’s next?

We are super-busy with our new store and our first overseas store in Montenegro, which opened last summer. We’ve also been working hard on our ecommerce site which has recently been revamped and continue to look at other overseas locations, particularly in the Middle East and Asia.
Wolf & Badger is known for supporting new brands – why did you decide to do this?

We always felt that new designers and emerging brands were not fully appreciated by the traditional big retailers, who more often than not focused too heavily on established names. This situation was compounded by the recession. Other countries have many more initiatives to support their homegrown talent than the UK so
Who is your tip for the future?

Serdar Uzuntas, an amazing menswear designer we are stocking in our new Dover Street store and online.
Where did the name Wolf & Badger come from?

We used to have a pet rabbit and one day we woke up to find the cage had been broken into and the rabbit eaten. As kids we speculated that it was either a wolf or a badger that did it. Years later we named our store after the culprits. It was probably a fox.
How is it working with your brother (who co-founded Wolf & Badger)?

It’s good working with George as we have very different interests and skills; as such, we focus on different areas of the business. The worst work-related fight was probably over a pair of cufflinks we both wanted.
How do you relax?

Shopping for antiques, walking Mojo my Parson Russell Terrier, sewing, watching Geordie Shore, designing jewellery.
What would we find on your office iPod?

If I had my way it would be Bon Jovi, but the girls in the office only let me listen to one 1980s rock song a day.
What’s the best piece of advice you’ve ever been given?

Just do it’ – Nike.

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