The supercool long-time fashion agent Liza Bergman is the owner of a gorgeous shop selling casual and dressy clothes for women. Her Hampstead Hideaway Pop Up is in South End Green, a minute from Hampstead overground station, just off Parliament Hill Road.
Like most wholesale fashion agents, Bergman used to hold annual sample sales for two weeks in her showroom. Sample sales help to cover the costs of wholesalers needing to pay up front for clothes collections and give the public a chance to buy retail. Realising that many wholesale fashion agents don’t have centrally located showrooms, Bergman visits different agencies, selects items from their brands and then sells those samples under one roof.
Hampstead Hideaway gives customers the chance to buy from up to forty independent fashion brands focused on quality fabrics and classic style, at significantly lower prices.
Alongside YAYA and Co’couture (Dutch and Scandinavian labels which Bergman represents), popular brands include Hartford, DAWNxDARE and Baum Und Pferdgarten. Keen to promote local luxury craftsmanship, Liza has a central table in the shop showcasing jewellery, accessorises and candles from local artisans.
There are 4 pop ups a year. After the February sale there is the May/June summer sale which ends at the end of June. Then there’s a two week pop up in September and the winter shop during November and December.
The rails are purposely well-packed because of the many shoppers of all ages. Liza says, “We’re fortunate to have a really varied customer base, from people who live locally and work in the area to customers who make the journey from outside London to come and see us.” To keep loyal customers happy, there’s new stock in the shop every Friday.
What also makes Hampstead Hideaway special is that the shop assistants understand the kind of experience Liza wants her customers to have. She says, “Personally I don’t like it when you go in a shop and the assistant is all over what you’re trying on. Honesty is important. After all we want our customers to look and feel good with their choices. That’s how word spreads.”
Hampstead Hideaway, 10a South Hill Park, South End Green, NW3.
Monday – Saturday: 10am – 6pm.
Sundays: 11am – 4pm.
