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Dorothee Schumacher Fetes New London Shop

With a wurst stand out front, a stand of apfelstrudel and Crémant d’Alsace flowing inside, the evening had a thoroughly Teutonic flavor.

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WURST LONDON: Dorothee Schumacher was in London on Tuesday night to host a party at her new London shop. With a wurst stand out front dishing up traditional curry wurst, a stand of apfelstrudel and Crémant d’Alsace flowing inside, the evening had a thoroughly Teutonic flavor. “We’ve been open for three weeks and we had a sales figure in mind that we wanted to reach but we’ve completely exceeded it,” said the German designer. “It’s been a great surprise. Notting Hill has really welcomed us.”

Schumacher said that she chose the West London location for her first shop in the city because “it’s not a high street; while it is authentic in its diversity, it’s still a sophisticated and luxurious neighborhood, where people live their lives. It’s beautiful and feels like home.”

There are plans in the pipeline for a second London location, most likely on the south end of Sloane Street.

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