LONDON — After years of catering to a wealthy neighborhood clientele near Sloane Square, Chloé is planting another flag on New Bond Street with a 2,906-square-foot store in the former Ralph Lauren Kids location.
The new boutique, at 143 New Bond Street, marks the arrival of yet another Compagnie Financière Richemont brand on the street: As reported, Azzedine Alaïa is to open at No. 139 on the street, where brands including Cartier, Van Cleef & Arpels and IWC Schaffhausen have been longstanding residents.
“It’s a very different client on New Bond – it’s a very vibrant and more international than Sloane, and there probably won’t be a crossover between the two,” said Geoffroye de la Bourdonnaye, Chloé’s chief executive officer.
He said the opening was part of the brand’s efforts to increase its footprint internationally and “a great boost” for the brand. “We were missing not being on Bond Street, but our pace of openings is steady and we have ambitious plans to catch up to our competitors,” he noted.
With 80 stores worldwide, the brand has plans to open two more stores in Tokyo and 2-3 additional ones in China this year. It has just opened a new unit in Singapore.
The New Bond store is situated on the ground floor of an historic townhouse and features a large, glass-paneled facade. Inside there are stone floors, while the palette is a powdery, rosy beige, the brand’s signature color.
The design reflects the retail aesthetic created by architect Joseph Dirand that was first unveiled at the brand’s flagship on the Rue Saint-Honoré in Paris.
It’s filled with velvet furniture, burnished brass and the brand’s signature 3-D wall that showcases small leather goods and handbags.
Furnishings include a vintage Berber rug, a coffee table by the Dutch designer Paul Kingma and gray leather and jacaranda rosewood armchairs. The boudoir-like fitting rooms are concealed behind sliding doors.
To mark the opening, Chloé has created a limited-edition version of the Faye bag, which takes inspiration from London “pearlies,” or working class people who collected money for charity.
The pearlies would wear mother-of-pearl buttons and other embellishments on their clothing as they collected money for London charities, and there are various organizations of pearlies still around today, with men and women wearing elaborate, mother-of-pearl-adorned outfits on special days.
The bag’s black suede calfskin front has been embellished with mother-of-pearl buttons. Inside each of the five bags is a metallic plate with the bag’s number and Chloé’s new flagship address stamped in gold lettering.