Tuesday, 27 September 2011




The ‘fash pack’ turned out in style last night to celebrate the opening of Shadestation, the UK’s largest independent sunglasses and watch retailer’s flagship new 1,500 sq.ft. store in the Victoria Quarter.

Customers enjoyed an exclusive late night shopping party where they browsed the hottest trends and coolest fashion for autumn/winter 2011. The champagne was flowing as they
were entertained by ‘Shadestation’s answer to Dynamo’! Shoppers were also treated to
celebratory cupcakes and many took advantage of the discount offered on the night and gifts with purchase.

Customers were impressed by the top floor, which houses a flagship Oakley store-in-store, as well as a collection of more than 200 Rayban sunglasses. The style conscious also enjoyed trying out the Oakley Custom Programme kiosk, one of only two in the world, where they could build their own unique shades with their choice of frame colour and finish, lens and tint.

The new store beautifully displayed Shadestation’s growing jewellery collection; with brands ranging from boho-chic inspired to eclectic and highly traditional to rugged and edgy, and includes Bibi, Danone, Coeur de Lion, Guess, Fossil, D&G and Pilgrim.
The store also showcased Shadestation’s growing sunglasses and watch collection. With
shades from over 35 designer brands, ranging from the high end and sought-after luxury labels, such as Tom Ford, Chanel, Dior, Gucci and Prada. Fresh, cool and edgy brands include Ray Ban, Carrera, Police and Prada Sport, as well as the sports focused brands, such as Oakley and Dragon. Customers also got a first look at the extensive watch collection, which now comprises of over 55 brands ranging from the kooky and quirky Marc by Marc Jacobs to the exquisitely luxurious Michael Kors and the sporty and vibrant collection of Adidas watches.
Jocelyn Anders, joint managing director of Shadestation, commented: “It was fantastic to see so many people enjoying themselves in the store last night. We had a really positive response to its design and layout - everyone seemed excited about the large collection of fashionable sunglasses, watches and jewellery that we now offer. Perfect for treating yourself or as a gift in the run up to Christmas.
“The move from its former location in the arcade was a natural business progression – with the acquisition of so many new quality brands and a growth in product ranges and collections, we had simply grown out of the store. The new store allows us to showcase our vast selection of merchandise and customers can now really enjoy the shopping experience.“As Leeds is a fashion forward city and accessorizing is a key style statement – the opening of the new, larger Shadestation could not have arrived at a better time.”
Shadestation is now located at 42 County Arcade, The Victoria Quarter, Leeds, LS1 6BH.