Please note that the Roo's Beach Pop-Up shop closed on the 14th September 2017.

Last year I was approached by the owner of a hotel just up the coast from our Porth HQ. He asked if I might be interested in possibly opening a shop in collaboration with them. Which hotel, you might ask? Only the incredibly fabulous and stunningly iconic St Moritz!! Needless to say I literally jumped at the chance. Roo’s Beach at St Moritz. Yay!

Roo's Beach St Moritz

 Of course it all came around a little too quickly for my liking and, before we knew it, the grand unveil was upon us.

 Seeing as the shop is in the lobby of the hotel, the first thing we had to do was build it. 

 A splendid job done by Tom and Jack! Tick!

Roo's Beach at St Moritz - the build


 Then onto the next hurdle… what to sell (otherwise known as the fun bit!). As the space is smaller than we’re used to, picking the best edit was pretty crucial, but with so many delicious things to choose from… Hmmm. Of course, for me, one of the most important things was to bring a great big splash of eye-catching colour to the space. That and hopefully a little something for everyone. 

 We opted for our best sellers, pieces that define us and which we love - denim, gorgeous knitwear, warm and stylish Wildfox jumpers, layering pieces, a few of our favourite pretty prints and lots of accessories, gifts, blankets and towels.  We’ve selected an edit which we believe defines the Roo’s Beach brand and even though there are definitely pieces that we had to leave behind we’ll make sure we keep it fresh new and exciting on a weekly basis.

Roo's Beach St Moritz Blog

 So - all stocked, stoked and ready to rock, we lifted the shutters for the first time on Friday 16th of June, and what a day. So many lovely new customers swung by to say hi!   

 Buzzing with excitement and a glass or two of bubbly, we also had the lovely Imran from Miller Harris taking the ladies through our gorgeous collection of perfumes. 

 So feel free to pop by and say hi if you’re in the area. We’re there until the 14th September and we’d love to see you!


June 29, 2017 — Amy Doyle