The Business Fashion
In 2021, a major renovation transformed The Business Fashion, inspiring the founders – siblings with a shared vision – to look beyond clothing and focus on every detail of the store’s environment.
From materials and lighting to layout and furniture, each element is carefully chosen to shape how customers feel the moment they enter.
The experience goes beyond interiors. Scent, music, and attentive service all contribute to a memorable atmosphere. Drawing inspiration from the world’s best hotels, restaurants, and stores, the team strives for seamless flow and intentional design in every aspect – including the in-store coffee shop, which brings energy and warmth to the space.
Travel has become a constant source of ideas, reshaping their approach to retail. For the founders, it’s no longer just about selling products, but about creating an environment that reflects quality, creativity, and intention – defining how The Business Fashion looks, feels, and functions, both in-store and online.
We caught up with founders Costas and Nick Karageorge for an inside look.
Tell us a bit about The Business Fashion store, when did you open?
Costas: I started selling clothes in 2002 when I was 18; it’s the only job I've had since finishing school. Initially, I sold online and opened my first store in 2006, then relocated to this building in 2009. Throughout the years, I've collaborated with at least 500 brands. The goal was not just to make a store but to create something special.
What’s your top seller(s)?
Nick: I can’t give away too much detail, but during lockdown our homeware category became our number one performer. With everyone suddenly spending all their time at home, there was a real shift in priorities, people wanted to upgrade their surroundings, invest in their space, and make home feel inspiring rather than just functional. That period completely changed how we viewed homeware within the business, and it’s remained a key part of what we do ever since.
When did you first discover USM?
Nick: I first came across USM during a meeting in Paris. I was at the HQ of Le Gramme, and they had USM pieces throughout the space. One moment really stuck with me, there was a bright yellow sideboard filled with books and vinyl, and I remember instantly thinking, wow, I need this in my store, my house, and my office. A few years later, when we were preparing to open our new offices, that moment came back to me. That’s when I finally reached out to USM to explore a collaboration.
What types of brands are showcased using USM?
Costas: With 25 years of experience in merchandising, creating the stand was quite simple. I aimed to design something visually appealing that could showcase various products at different heights. Each level is specifically designed for items of varying sizes. I enjoy changing the displayed items regularly, but shoes will always be featured, as they were the initial focus of the stand, along with small art sculptures and unique pieces. What I appreciate is that the USM stand is incredibly versatile and can easily fit into a home setting.
If you want to purchase a USM Haller piece yourself design it now in our online configurator or find your local sales partner.
