Victoria Beckham set to mark label's big anniversary with special London show

The fashion designer will celebrate her label's tenth anniversary during London Fashion Week

hellomagazine.com

Victoria Beckham will celebrate her brand's tenth anniversary with a show at London Fashion Week in September. The fashion brand, which produces the main Victoria Beckham collection, a sister line called Victoria Victoria Beckham, accessories, footwear and eyewear, has a flagship store at 36 Dover Street, London, and another in Hong Kong with the Joyce Lane Crawford group, plus is stocked in another 400 retail outlets. According to editors at WWD, the former Spice Girl is planning a series of events to mark the decade-long success of her eponymous label, which surprised the naysayers when it launched in 2008.

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Now at the helm of a business is valued at $133.4 million (£100 million), Beckham plans to hold a show during London Fashion Week, which runs from 14-18 September, as well as other initiatives throughout the year. The 10-year anniversary plans come just months after Victoria Beckham Ltd. partnered with NEO Investment Partners, a private investment firm, which injected $40 million (£30 million) into the business. The money will be channelled into enhancing the brand's digital and physical retail presence, driving growth in core categories and the launch of new categories and collaborations.

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But while the mother-of-four is planning to make a splash in London, she will be downscaling her presentations in the U.S. Her New York fall show will be showcased via "intimate presentations" at the James Burden Mansion on Manhattan's Upper East Side, echoing the early appointments the 43-year-old held in the city during the early days of her business.

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