Velvet Hove unveils stunning expansion with new menswear floor
13th June 2025
Author EditorPosted on Categories Lifestyle
Fabulous launch party marks opening.
This year saw award-winning, independent destination store Velvet in Hove undergo a dramatic transformation, doubling in size and unveiling a brand-new menswear range on the lower floor — alongside an expanded selection of its signature, carefully curated womenswear.
The ambitious project was a long-held dream of founder Emma Draper, who had envisioned this next chapter for over five years. After a year of meticulous planning and four months of major building work, the new floor officially opened this Spring.
Emma shared: “This project has been quite the journey! Beneath our store was a maze of small rooms and corridors – almost 120 tonnes of hardcore had to be cleared, and we’ve added 3.5 tonnes of steelwork to reinforce the structure. It’s taken a big team from East Sussex Construction to bring it all together.
“Logistically and emotionally, it’s been a huge undertaking. We kept the shop open throughout and did our best to minimise disruption to our hours. I’ve learned a LOT and it’s been a touch stressful at times!
Having it all come to life in the same year as our 25th anniversary is a dream come true. My vision of creating a mini department store in the heart of Hove is finally becoming a reality.”
To mark the occasion, Velvet threw a launch party to celebrate the new space, inviting VIP customers, friends, brand partners, and everyone involved in the build. It was a fabulous night honouring another exciting milestone for Emma and MD Gemma Vaughan, and their dedicated team.
Velvet’s growth continues to receive recognition — 2024 saw them awarded Fashion Independent of the Year, following Emma’s 2023 accolade at the Dynamic Awards – Sussex and Surrey Businesswoman of the Year.
Established in a small Brighton North Laine boutique back in 2000, Velvet has grown into a thriving 4,000 sq. ft, independent store. Remaining proudly offline, it focuses on creating a uniquely personal, in-store experience – offering exceptional customer service and a warm, welcoming atmosphere you simply won’t find on the high street.
Visit Velvet:
66–68 Church Road, Hove BN3 2FP
Instagram: @velvethove and @velvethovemen
Photo Credits:
Launch Party – Henry Warren –
Building Works – Gemma Vaughan