Watch e-tailer Watches2u International has opened a flagship store called Chris Elli at 12 Bond Street in Brighton and plans to roll out the concept to a dozen UK locations in the near future.
The Chris Elli concept store brings together several product areas already sold through Watches2u International, through websites Watches2u.com and Sunglasses2u.com, and indicates a new direction for the company.
The store resides among a selection of independent fashion, gift and jewellery stores, as well as cafes and trendy hair salons on Bond Street, which is in the North Laines in Brighton.
The fully refurbished shop is operating under the Chris Elli brand, a name inspired by the two young daughters of managing director Danny Toffel.
Toffel said: “I am very proud to be opening this beautiful shop that reflects the new direction of the business, and is named after my two daughters.”
The Chris Elli shop is offers not only fashion and luxury watches but a range of jewellery and designer sunglasses as well.
The company has plans to roll out the concept to a dozen locations across the UK.
Buying director Anna Lyly said: “The next step for us is launching www.chriselli.com where all these product categories will come together in a sleek and contemporary online shop, and we plan to continuously expand our offering and become a one-stop shopping destination for fashion and accessories."
Watch brands sold online by Watches2u include Accurist, Casio, Rotary, Diesel, Timex, Bulova, Fossil, Emporio Armani, Jorg Gray, Nixon and Daniel Wellington.