Wednesday 21st July

| BY Paul Toner

Burberry Opens a New Flagship Store on Sloane Street

It’s been a good year for Burberry. After a ravey menswear show held in June, as well as the successful launch of the Olympia bag, WWD reported on Friday that the brand’s first-quarter retail revenue surged 86 per cent to 479 million pounds, taking Burberry back to pre-pandemic growth levels.

With Covid restrictions largely lifted here in the UK, Burberry welcomes its shoppers to its new flagship store No.1 Sloane Street, London, opening today.

A stone’s throw away from Harrods and Harvey Nichols, Burberry is the first to move into one of seven luxury spaces built in the area as part of a major development by The Knightsbridge Estate.

Created alongside renowned architect Vincenzo De Cotiis, the store’s design blends brutalism with a distinctly modern look – with concrete and hued ceramic plinths accented with the hues of the Burberry house check, which also decorates mirrored lighting grids on the ceiling.

As much as the store’s a new beginning for Burberry, simultaneously, it’s a homecoming. Thomas Burberry actually opened his first London store within the SW1 postcode, and the brand’s headquarters have remained in the area for 130 years.

Split over three floors, the entrance to the store will house Burberry’s latest collections and capsules, as well as a range of the brand’s key accessories – including the Olympia, Pocket and TB bags. There is also a dedicated space for the trench, where shoppers can customise their very own house staples. The first floor is all womenswear, with large, curved windows and structural seating, leading to the final floor which will stock exclusively menswear. Each floor has curtains and foldaway doors which can be drawn to offer a private shopping experience for Burberry’s trusted clientele.

This swanky new store isn’t the only new retail destination Burberry has had in the works. Later this year, three similar flagships will open at Shanghai’s Plaza 66, Paris’ Rue Saint-Honoré and another London location, this time on Bond Street. WWD reports by the end of 2021, Burberry will have refurbished around 55 of its stores. Physical retail is firmly back in business.

Photography courtesy of Tom D Morgan. Visit Burberry’s new store at No.1 Sloane Street, SW1X 9LA.