Our opening day is finally here! After almost a year of preparation and 3 months of moving, shipping boxes across the Atlantic, sourcing new materials and equipment, and finding a suitable workspace... We're open! Angela Friedman is now based in north east London, with production offices in Dalston. You can shop online just as before, but with some fabulous new features, outlined below:
For those who have followed the brand over the years, you'll know that Angela Friedman lingerie originated in New York City, later moved production to Durham, North Carolina, and now we're established in London - hopefully permanently! The leases are signed and business registered, so we do intend to stay. It's been a lifelong dream of the designer to move to England and be immersed in the beautiful art, architecture, and culture of Europe.
Please understand that we do not have a retail storefront. Our London office is set up as a work room and factory, not a brick-and-mortar shop. We do not have public opening hours, a sales staff, or racks of clothing to browse. Rather, this is a production space, where design and sampling are done by hand, and then orders are fulfilled. We do occasionally offer fitting services in-house, but we can't accommodate shoppers on a regular basis. When it comes to holiday times, we may begin to do pop-up shops and trunk shows again, as we did previously in New York - so keep your eyes open for those VIP experiences. We'll always send out the details to newsletter subscribers, so if that interests you, please sign up!
This new setting should only help the brand to grow and expand reach. For our American and Canadian customers, you can continue to shop through our online boutique (with only slightly longer shipping times), and even to view prices and checkout in dollars, thus avoiding additional transactional fees for foreign currencies. For our European customers, prices are now displayed in British pounds or Euros depending on your location, and these prices are all VAT-inclusive, so you won't have to worry about surprise taxes or duties upon import. All in all, the new structure of our website should only make things clearer and simpler for customers worldwide.
The website has been completely re-designed for a better shopping experience as well. We now have options to shop by garment (or view all items on one page and then sort by type or color), to shop by collection lookbook, or to shop by current trends like florals or all black lingerie. Hopefully all of these new navigation options will help you to enjoy the shopping experience even more, whether you're looking for something very specific or just browsing. We also have new dedicated sections for FAQs, news and press clippings, and more information about the brand. Finally, we can now accept payments through Paypal and Amazon accounts, in addition to our secure credit-card processing system, so you'll have more options than ever before to pay for your purchases.
In the coming months, you'll find that we'll continue to roll out new features, as well as releasing a brand new lingerie collection. We hope you'll enjoy all of these exciting changes - they've been months and months in the making! In the meantime, we're open to suggestions and feedback, so feel free to contact us using this web form to drop a line. As always, if you'd like more frequent updates than this blog offers, you can follow the designer on Instagram for a daily dose of pretty things and behind-the-scenes news and musings.