Given that - in my opinion - one of Liberty's weakest points is their own label, I'm not quite sure about this new venture. I do, however, 'get' that they evidently had the opportunity to have a presence on one of London's most des-res streets for luxury retailers, right next to one of their main competitors, Harvey Nichols, and they jumped at it. Makes excellent business sense.
It IS gorgeous and they've managed to maintain that art deco/ arts and crafts style of the flagship. Beautiful.