Cardiff shoppers won’t get an Ed…

By | December 31, 2013

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IT is the US fashion brand favoured by the likes of Madonna, David

Beckham and Britney Spears.

But plans to open an Ed Hardy store in Cardiff have been scrapped,

the South Wales Echo can reveal.

The announcement comes three months after the Australian arm of the

tattoo-inspired fashion chain went into voluntary administration. The

Cardiff shop was set to open next to Hugo Boss and AllSaints as part of

the multi-million-pound redevelopment of The Hayes.

Advertising hoardings heralding its opening, which was originally

slated for late August, have only recently disappeared.

The future of the 2,317sq ft premier shopping site, which had been

leased to Ed Hardy and was already fitted and branded with the

firm’s logo, is now a mystery.

The store had been leased to Ed Hardy by Capital Shopping Centres

Plc, one of the companies behind the pounds 675m St David’s 2

shopping centre development.

Joanne Skilton, director of retail and leasing at Capital Shopping

Centres Plc, said in a statement: “The store at St David’s,

Cardiff, that has been leased to Ed Hardy will no longer open as

scheduled.

“At this time, St David’s Partnership, the joint venture

between Capital Shopping Centres and Land Securities, remain in

discussions with Ed Hardy.

“St David’s Partnership cannot comment on anything else

related to Ed Hardy at this time.”

Ed Hardy Australia went into voluntary administration in August

after a slowdown in sales.

Days later, the Ed Hardy store at London’s Westfield shopping

centre also closed its doors.

However, Capital Shopping Centres Plc was unable to confirm which

franchisee had planned to operate in Cardiff.

Christopher Varnavides, sales director at Valorous, Ed Hardy’s

main distributor in the UK, said his company had nothing to do with the

Cardiff shop.

Ed Hardy, which is based on the designs of American tattoo artist

Don Ed Hardy, is the brainchild of Italian designer Christian Audigier.

Before its collapse, the streetwear brand had been a strong

favourite with host of A-list celebrities and was famed for decking out

Hollywood in trucker caps.

The Cardiff shop was to be only the second of its kind in the UK,

selling clothes and accessories for men, women and children.

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