LONDON — Just in time for the London sunshine.

Sustainable swimwear brand Hunza G is opening its first pop-up store, within the Seven Dials neighborhood in Covent Garden.

The 1,583-square-foot space will open its doors on April 29 stocking the brand’s swimsuits, apparel, kid’s range and accessories, in addition to exclusives reminiscent of its heart collection, stripes, a small ready-to-wear collaboration with Liberty Ross’ Flipper’s and pieces in black Lurex, which is a latest fabric for Hunza G.

The pop-up store comes off the back of successful setups inside luxury shops reminiscent of Selfridges and Harrods, where Hunza G sold more stock than some other brand within the category without the corporate having to pay for the space it occupied.

“It was a transparent indication that our customers wish to go into the Hunza G world and we don’t have a physical presence in London, so a stand-alone store could be the following thing as a London-based brand. Obviously with swimwear you don’t immediately consider London,” Georgiana Huddart, creative director of the brand, told WWD on a Zoom call.

She relaunched the ‘80s swimwear label in 2015, which also had a shot of fame within the ‘90s with Julia Roberts wearing its white and black cutout dress in “Pretty Woman.”

The inside of the shop will take inspiration from Art Deco and Mexican luxury boutique hotels with artwork from artist Alba Hodsoll, who focuses on line drawings of nature and the body. The partitions can be pink with navy velvet curtains inside. 

Huddart’s ambitions for Hunza G are ambitious and realistic at the identical time. The brand has been growing by 100% year-on-year and in the course of the second half of the pandemic it grew by 200 percent with none digital marketing, which the brand only delved into six months ago.

Thirty percent of shoppers are from the U.S. with one other 30 percent from the U.K. — the remaining 40 percent come from Europe and the remaining of the world.

Hunza G makes 400,000 units a yr in the mean time, which is the utmost the corporate can produce with the manufacturer it really works with, despite a requirement that’s triple of what’s being made.

“With growth now we have come into production issues, which everybody has, so we’ve just been managing our back of the home mainly for the last two years to try to get ourselves able to see what potential there’s,” said Huddart, hinting that the brand may have two upcoming collaborations with people, one launching in June and one other in October.

Her focus is about on cementing the U.S. market and although the thought of diving into the lads’s category has come up, it’s still very much a thought moderately than reality.

The strongest arm of the business is swimwear, which Huddart said she won’t steer away from even with an apparel line integrated well into the brand.

“With the ready-to-wear, it feels a bit of bit more intimidating, possibly a bit of bit more scary or a bit of bit more specific. It still does well, but I’d say the typical customer buying from us is coming to us for our swimwear,” added Huddart, explaining that the ready-to-wear business had been growing strongly but for the reason that recession it has plateaued. Meanwhile, swimwear continues “to grow at a rapid rate of knots.”