{"id":461933,"date":"2026-04-28T11:36:00","date_gmt":"2026-04-28T10:36:00","guid":{"rendered":"https:\/\/www.drapersonline.com\/?p=461933"},"modified":"2026-04-28T16:21:54","modified_gmt":"2026-04-28T15:21:54","slug":"founders-diary-peachy-dens-isabella-weatherby","status":"publish","type":"post","link":"https:\/\/www.drapersonline.com\/people\/founders-diary-peachy-dens-isabella-weatherby","title":{"rendered":"Founder’s Diary: Peachy Den’s Isabella Weatherby"},"content":{"rendered":"

Fresh from opening the doors to its second London store on 2 April<\/a>, Peachy Den<\/span><\/span> founder Isabella Weatherby (main image, above)<\/span><\/span>\u00a0is marking a pivotal moment in the brand\u2019s evolution from cult digital favourite to physical retail player.<\/p>\n

Located on Brewer Street in Soho, the 805 sq ft space, designed by architect and creative director Kat Milne, builds on the success of its original Shoreditch store which opened in 2024, translating Peachy Den\u2019s community-led, drop-driven model into an immersive, in-person experience.<\/p>\n

Since launching in 2019, the womenswear label has carved out a loyal Gen Z following through bestselling styles such as the ruched, figure-hugging Deba top and skirt set, which retail for \u00a395 nd \u00a3120, respectively, and casual, utility-inspired Mimi cargo trousers, retailing for \u00a365, alongside a tightly controlled release strategy of small-batch “drops” landing every few weeks\u00a0that fuels demand.<\/p>\n

The Soho store opening signals Peachy Den’s more deliberate push into bricks-and-mortar, as Weatherby looks to scale the business both in the UK and internationally, while maintaining its stockist portfolio of leading premium and luxury department stores, including the UK’s Selfridges, Liberty and End Clothing, as well as US ecommerce platform Revolve.<\/p>\n

Speaking with Drapers, Weatherby discusses the thinking behind the new flagship, her approach to product and growth, and why physical retail is becoming central to Peachy Den\u2019s next chapter.<\/p>\n

What is the first thing you do when you wake up in the morning?<\/h4>\n

Make a cup of tea, English breakfast with a little bit of milk and two spoons of honey.<\/p>\n

How would you describe Peachy Den’s new Soho store<\/a>?<\/h4>\n

The flagship store has been conceived not simply as a retail environment, but as a cultural and experiential destination. Design-wise, a brushed steel back wall meets plush tactile curtains. Bespoke, Peachy-red seating and fluid curved steel hanging rails coalesce to gently nod to Transport for London\u2019s famous design codes but rendered here with a modern, luxurious, feminine accent. A partition wall of jelly aqua perspex neatly splits the space and is echoed in custom sheer-turquoise low rise tables, towards the entrance, that display the brands cult accessories, while a cheeky point of sale kiosk is reminiscent of ticket booths at football stadiums.<\/p>\n

The store blends retail, social programming, and community engagement, offering workshops, movie nights, exclusive activations, and early access to new collections. Peachy Den Soho reflects the brand\u2019s ambition to redefine what a flagship can be: part lifestyle platform, part creative hub, part community destination.<\/p>\n

\"Peachy

Peachy Den’s Soho store<\/p>\n\t

<\/p><\/p><\/div>\n

What has been your greatest learning experience in securing an in-demand central London store location?<\/h4>\n

Patience. We waited two years for the perfect space, and every time we were tempted to settle, we didn’t.<\/p>\n

The Deba set and Mimi trousers are some of your bestselling products that have become synonymous with the brand \u2014 how are you developing the Peachy Den product and what direction will you take the collection in upcoming seasons?<\/h4>\n

We think in two tracks: core and capsule. Core has longevity, it evolves when it needs to through new colours and fabrications so it stays fresh without being replaced. Our slinky trouser is a great example, in 2019 she was our bestseller in velour, in 2025 we translated it into a cotton lyocell and removed the white waistband; meet our travel trouser. Capsule is the opposite energy, a hero moment, a limited drop, something culturally connected that gives the community something to get behind right now. The two work together. Core gives the brand its backbone and its reliability, your customer knows we’ll always have her. Capsule gives us our pulse, our relevance, our ability to respond to the moment. You need both.<\/p>\n

What has been your proudest moment since launching Peachy Den?<\/h4>\n

Opening this flagship store.<\/p>\n

What\u2019s the biggest challenge you\u2019ve faced so far as a business?<\/h4>\n

Protecting intimacy as we’ve grown globally. When you go from a small, tight-knit community to customers across multiple continents\u00a0<\/strong>[including UK, US, Europe, Canada, Australia and New Zealand], it would be easy to become faceless. So we’ve had to be really deliberate, obsessive, even, about the care in every customer touchpoint. The lining, the stitch, the trim, the construction. How it’s folded, how it’s packaged, how it’s placed in the bag. The experience of unboxing a gift. Every detail is an opportunity to make someone feel considered, and that doesn’t change just because you’re scaling.<\/p>\n

\"Peachy

Peachy Den SS26<\/p>\n\t

<\/p><\/p><\/div>\n

How do you balance DTC vs wholesale growth?<\/h4>\n

DTC is where we have control. The experience, the margins, the relationship with the customer. That will always be our core. Wholesale for us is strategic positioning rather than a revenue driver. We’re very selective, it’s about global presence, being in the right doors in the right markets, reaching customers we wouldn’t otherwise find. It’s a brand tool as much as a commercial one.<\/p>\n

What’s the best piece of advice you’ve been given?<\/h4>\n

Two things have stayed with me. The first: spend a bit more on better people, it always pays for itself. The second: work harder when things are going well. Most people only find that gear when things are going badly, but momentum is a gift and the best time to build is when you already have it.<\/p>\n

Who in the fashion retail industry inspires you?<\/h4>\n

Honestly, right now? Our Soho store staff. Watching them bring the brand to life in person, the way they connect with customers, the care they take – it’s reminded me what this is all really about. That kind of genuine human connection is the hardest thing to manufacture and the most important thing we have.<\/p>\n

What\u2019s next for Peachy Den?<\/h4>\n

USA expansion.<\/p>\n

\"Peachy

Peachy Den SS26<\/p>\n\t

<\/p><\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Fresh from opening the doors to its second London store on 2 April, Peachy Den founder Isabella Weatherby (main image, above)\u00a0is marking a pivotal moment in the brand\u2019s evolution from cult digital favourite to physical retail player. 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