By  on August 27, 2014

LONDON — British shoemaker Joseph Cheaney has opened a flagship on Jermyn Street here, the home of a number of upscale men’s apparel and accessory stores. The 731-square-foot space, which opened last week, will carry Joseph Cheaney’s full collection of hand-crafted footwear.

“Jermyn Street [is] associated with great men’s clothing and footwear, so I think there was always an aspiration for us to get on this street,” said William Church, joint managing director at Joseph Cheaney. The Mayfair store is the shoemaker’s sixth British location, adding to boutiques in areas including London’s financial district, Piccadilly and east London’s Spitalfields. The label commissioned the British design consultancy Checkland Kindleysides to create the look of the store, with its wood-paneled ceilings and white-brick walls. The space also showcases elements of the shoe-making process at Cheaney’s Northamptonshire factory — pegboards hang on the walls, while shoe patterns and shoemaking tools are on display, along with a model of the factory. “We are a made-in-England brand,” said Church. “I think what’s quite important…is to push that made-in-England message because we don’t compete [on] price, we compete on product, quality, range,” he noted.

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