LoveShackFancy Opens Second London Store in Chelsea

LoveShackFancy opened its Chelsea boutique in London on June 12, 2026. The location is the brand’s second store in the city. Rebecca Hessel Cohen founded LoveShackFancy in 2013 after working as a fashion editor.

The company began as a dress business and has since added product lines that cover fashion, beauty, fragrance, home and children’s collections. The Chelsea boutique sits inside a historic building whose architecture and heritage the brand sought to balance with its own aesthetic of hand-painted florals and heritage-inspired prints.

Forbes reported that the store is intended to feel connected to the surrounding London neighborhood while remaining recognizably LoveShackFancy.

The brand has formed partnerships with Gap, Stanley, Pottery Barn, Crocs and American Girl. Cohen said the collaborations are chosen to introduce the brand to new audiences while preserving product integrity and emotional resonance. Cohen stated that the emotion of LoveShackFancy translates across markets.

She noted that romance, celebration, femininity, nostalgia and joy remain consistent even as styling, color preferences and shopping habits are adjusted for each location. Cohen also addressed how the brand maintains intimacy as it grows. She said LoveShackFancy began from her own interest in vintage, family, celebration, travel and creating beautiful memories, and that protecting those personal details remains central to its expansion.

Forbes reported that the Chelsea opening occurs as many retailers face the challenge of scaling globally without losing the emotional connection that first drew customers. Cohen said every store should feel like stepping into the brand’s world rather than simply entering a retail space.