Wilde Rooms: A Different Use For The Traditional Retail Space

When we can browse an infinite array of fashion products online, the act of browsing in shopping malls for clothes we like appears a very inefficient method of fashion inspiration. Why can we not select the items we like and see online, and then try those items in one place; without the hassle of multiple deliveries and processing returns?

“I want to go to a comfortable environment, in a convenient location, where the staff know my name and know what clothes I have come to try. I want to relax, try my items, buy and then leave.” 

In a world of convenience, fashion retail has become very inefficient. Physical fashion retail means you move from store to store; talking to various staff, trying and comparing items, all before buying. While online fashion retail gives you an infinite choice, but you have to then await deliveries and process returns. Why can we not combine the best of both these methods?


At WildeRooms.com that is what we do. Founded in May 2013, our technology enables consumers to browse online selecting any items they like and create their bespoke fashion selection. The consumer can then schedule a time to try those selected items in one place called a Wilde Room. A Wilde Room is comprised of luxury changing suites in a high-footfall traditional retail location.

K fashion retail generates in excess of £0.5bn of spending per week on average. Whilst the market is huge it is extremely diverse. The variety of retailers in the industry range from luxury to trans-season fast-fashion. Some consumers buy £350 Givenchy T-shirts, while others £6 Matalan T-shirts. The point however is that fashion apparel retail is personal, and each consumer is unique.

Shopping malls in the 1960s became successful as they offered the consumer everything they wanted under one roof. Technology today enables the consumer to access an infinite aisle online, but the translation of that aisle to the physical is yet to be defined. It is with this opportunity in mind that we created the WildeRooms.com technology.

We have had advanced conversations with leading UK landlords Westfield, British Land, Land Securities and Hammerson who have all expressed an interest in providing the location for the first Wilde Room. It is with these conversations in mind that we joined Pi Labs. Whilst it is possible to create the technology within a small team; retail and real estate are global industries worth many billions of pounds. it is this realisation that meant in order to create the full Wilde Rooms concept we needed a partner that understood real estate and how technology was impacting the use of that real estate.

Wilde Rooms imagines a different use for the traditional retail space, the same space that landlords can let for high rental premiums to traditional retail tenants. Through the infrastructure and support Pi Labs can afford at Wilde Rooms we feel we are in a stronger position to unlock the corporate door that is our primary barrier to realizing our vision and proving that Wilde Rooms is a viable commercial proposition.