London-based independent womenswear retailer Koibird is closing its online store to concentrate solely on its physical location on Marylebone Lane. The company announced the change on its website, citing a desire to move away from the increasingly transactional and saturated online market.
Koibird, known for its curated selection of high-end womenswear brands, aims to provide an “immersive, in-person shopping experience” that it believes cannot be replicated online. The retailer emphasises that it is “not just a store, it’s an experience,” and that the “magic of discovery” is best achieved within its physical space.
The decision reflects Koibird’s observation that the online shopping environment has become too focused on transactions, detracting from the unique, experiential values the brand champions. The company will now invest in enhancing its brick-and-mortar store, which also includes a café, and will undergo seasonal redesigns twice yearly.
While the online store will cease to function as a primary sales platform, Koibird has not ruled out the possibility of selling exclusive items online in the future. However, the physical store will be the central focus of the business.
Founded in 2018 by Belma Gaudio, Koibird has become known for its support of emerging designers and its eclectic mix of womenswear, accessories, homeware, fragrances, and footwear. The company’s decision to prioritise in-person retail signals a shift towards a more experiential approach in the face of a rapidly evolving digital landscape.
