LONDON — Spanish luxury prêt à couture brand Delpozo, Red Valentino and Middle Eastern concept store Boutique 1 will be the first brands to open flagships at the new 131 Sloane Street development. The stores, scheduled to open this summer, will be the first outposts in London for each of the brands.
The 131 Sloane Street development, owned by the Cadogan Estate, which owns 93 acres of prime retail and residential property in London’s Chelsea, consists of six flagship spaces facing Sloane Street, two of which have been taken by Boutique 1 as a double fronted space. There are also seven new artisanal food shops, facing the rear Pavilion Road side, which are currently being marketed to specialist butchers, bakers and wine merchants, with several under offer.
A restaurant is in advanced discussions with the estate to open at the rear of the property, which Cadogan chief executive officer Hugh Seaborn hopes will become a buzzy neighborhood hub. Sources say that a boutique fitness business in the vein of Soul Cycle is set to open in the basement. A hedge fund has moved into the offices above.
The double-fronted Boutique 1 space will sit over 11,500 square feet across three floors, and will stock an edited lineup of designer brands, including Galvan, Alexander Wang, Proenza Schouler and Adam Lippes. The store is pitched as a fashion and lifestyle destination and will also feature a nail salon, juice bar and library area.
Madrid-based brand Delpozo, helmed by creative director Josep Font, has taken in excess of 3,000 square feet across two floors, making this the second stand-alone store after Madrid. It will stock the full collection, including accessories and bridalwear.
“We identified Sloane Street as the right location for the European launch of Boutique 1 for several reasons,” said chief executive Ziad Matta. “Firstly because it is one of the premier shopping areas in the world and a key destination for tourists. With our unique approach to fashion and service, we also felt that Boutique 1 would bring a fresh point of view and something different to the area. Cadogan is breathing new life into the area and we are part of that excitement. The store site gives us the opportunity to do something truly unique – the store will be over several floors, all benefiting from great natural daylight; there will be direct access from Sloane Street and Pavilion Road; the store will incorporate a courtyard that will allow us to have outside seating for our café. We feel that these elements will establish Boutique 1 at the heart of the local community.”
“When we started to think where our next Delpozo boutique should be, London was the immediate response,” said Pedro Trolez, founder and president of Grupo Perfumes y Diseño, which owns the brand. “We took our time looking at different areas of the city and when we came to Sloane Street, it made sense. The site is getting a total makeover, and we felt as a brand it was a great way to start in London. It’s a fresh location and customers are constantly looking for new places. It’s the right place to be.”
Joining its parent brand, Valentino, which has an existing store at the northern end of Sloane Street, Red Valentino has taken over 2,500sq ft of space and will principally sell its women’s wear collection.
Seaborn said that the arrival of these three brands on Sloane Street was in line with the Cadogan’s “strategic approach to curating the retail offer in the area.”
“We at Cadogan are committed to an ambitious enhancement of the public realm of Sloane Street which will enhance further Sloane Street’s appeal as one of the pre-eminent luxury shopping streets in the world,” he added. “We are now launching the final two flagship stores at 131 Sloane Street for which we are already receiving healthy interest.”
The 131 Sloane Street development, designed by architects Stiff and Trevillion, is just one part of the estate’s long-term vision for the redevelopment of the public realm on Sloane Street, with a multimillion-pound program of initiatives underway to enhance the destination, due for completion in 2020.
Seaborn has previously said that food and beverage is an important focus for the street, which will see the reopening of the renovated 64-room Cadogan Hotel this summer, following a two-year closure and a 48 million pound (about $68.4 million at current exchange) investment, and the opening of the first Hotel Costes outside of Paris at One Sloane Gardens, just off Sloane Square, later this year.
Rent for a two-level, 1,379-square-foot store at 151 Sloane Street, opposite the new development, with 80 square feet of storage space, was recently listed on the estate’s Web site at 250,000 pounds, or about $354,600, a year. In recent years, Michael Kors has opened a flagship on the street and Browns moved its boutique to the southern end, while J. Crew, Club Monaco, Rag & Bone and Kate Spade all have stores on or around Sloane Square.