The ever-growing premium fashion brand Me+Em has opened its first boutique in Yorkshire, choosing Harrogate’s town centre Prospect Crescent for the new 1,300 sq ft space housed in a Grade II–listed former bank.

In keeping with the “global Me+Em design”, the Harrogate store features traditional English furniture mixed with modern design elements such as neutral-toned soft furnishings in fabrics by London-based designer Rose Uniacke.

The colour scheme for the “immersive space” is based on a  rich forest green, a nod to the nearby Yorkshire Dales.

Large-scale haberdashery fixtures are used to showcase accessories and wardrobe staples, while bespoke bronze rails display curated product edits from the seasonal monthly collections.

Founded in 2009 by Clare Hornby, Me+Em’s ethos is that women “shouldn’t have to choose between quality and cost” while based on ‘intelligent style’ with a focus on “ensuring pieces are both flattering and functional, with a wear-forever appeal”.

The move into Yorkshire marks the latest chapter in Me+Em’s expansion, with the Harrogate store joining seven boutiques in London, including Marylebone High Street, King’s Road, Chelsea, Brook Street, Mayfair, Elizabeth Street Belgravia and at Battersea Power Station, plus stores in Manchester, Edinburgh. It’s the first UK store not in a major city. Internationally, the brand has two New York stores, plus Dallas Greenwich, Connecticut, and a soon-to-be-added Beverly Hills, California debut.

Lastest results filed last January showed the business to be progressing strongly. Group revenue increased by 24% to £147.9 million, driven by the success of its international business where revenues increased 50%. Gross profit was up 24% to £82.3 million with an improvement in margin to 56% from 55%.