When Phoebe Philo unveiled her long-awaited eponymous label last year it was only available online via her own webstore. But now in an unexpected move, the British designer is debuting in-store and she’s chosen one of the biggest luxury multibrand names around to do it — Bergdorf Goodman in the all-important US market.

April 11 will see the first batch of over 100 styles from Philo’s ultra-luxe first and second edits hitting the shop floor at the Fifth Avenue flagship in Manhattan for a limited period. They won’t be available on the retailer’s webstore. 

The pieces on offer will include bags, ready-to-wear and accessories, available on the fourth floor and also having a coveted spot in the store’s windows.

Philo had earlier said in a New York Times interview that she wanted to open a physical space of some sort in NYC and London and Bergdorf is an undeniably prestigious space to begin with. That raises the question of whether an equally upscale space in London like Harrods or Selfridges might be next on the agenda?

Of course, entering a bricks-and-mortar space is a key move for a label that may be from one of the most respected designers globally but which is still new in a very tough market. And it’s especially tough online, with the ultra-luxury consumer still preferring a physical experience.

It’s also undeniably a win for Bergdorf. Yumi Shin, Chief Merchandising Officer of the retailer, said in a statement: “Phoebe Philo is without a doubt one of the most powerful design visionaries in the history of fashion.

“We are honoured to bring Phoebe’s uncompromising, thoughtful and deeply luxurious work to Bergdorf Goodman in what we expect will be a fruitful, ongoing collaboration.

“We’ve missed Phoebe’s acute understanding of the modern women, unwavering commitment to quality, and unmatched vision.

“Her innovative approach to a seasonless offering and an ongoing body of work will undoubtedly resonate with our customers. The edits offer extraordinary designs that are exacting in their execution and will be timeless wardrobe essentials like the Gig bag, the double-breasted Milanese jacket, the Shrunk Bomber and an array of tailored trousers.”