The Designer Celebrated 10 Years on Dover Street with a Holiday Revamp by Interior Designer Rose Uniacke
Victoria Beckham has commemorated the 10th anniversary of her flagship store on Dover Street with a festive transformation by renowned London-based interior designer Rose Uniacke. Known for her refined aesthetic, Uniacke reimagined the store’s interiors, repainting the walls in a custom dark green shade called Thyme, filling the space with Christmas trees, and incorporating a blend of vintage and contemporary furnishings.
Beckham entrusted Uniacke with full creative control. “I trust her so much and respect her taste level and her aesthetic that I literally not only let her redesign the whole store, she also re-merchandised the collections as well,” Beckham shared during the store’s anniversary party.
Uniacke reorganized the clothing by color and styled the store as if it were a private home. “It was important to me that the visitor move through the shop in the same way they might move through their own house,” Uniacke explained. The redesign includes mid-century and antique pieces such as a 1950s valet chair, an 18th-century Gustav Precht mirror, a Gio Ponti desk, and wall weavings by Collingwood. The additions aim to create a space that feels “uplifting and exciting,” according to Uniacke.
The store’s partywear, jersey dresses, tailoring, denim, and the Dorian bag have been particularly successful this season, Beckham noted. “Our sales are doing so phenomenally well, and the store is on fire right now,” she said. Victoria Beckham Beauty and her fragrance line are also featured on the ground floor.
During Thursday’s celebration, Beckham was joined by her husband David, their daughter Harper, and guests including Greta Gerwig, Misan Harriman, and Peter Hawkings. Beckham wore a tailored suit from her resort 2025 collection inspired by Helmut Newton, paired with a square Dorian bag.
Looking ahead, Beckham has ambitious plans for expansion, expressing interest in opening stores in New York and Paris. “The business has been through an enormous amount, but we really see an appetite and opportunity for retail,” she said. “Retail is how our customers can come and truly experience the brand.”
Victoria Beckham Ltd. has seen strong growth, reporting a 52% increase in revenue to £89.1 million in 2023, its third consecutive year of high-double-digit growth. Adjusted EBITDA rose to £1.8 million, up from £200,000 in 2022, reflecting the brand’s ongoing momentum in a challenging retail landscape.
