FOUR SQUARE: J.Crew will open its fourth London store on Wednesday, in London’s Sloane Square with 3,700 square feet of selling space, split between men’s and women’s wear. The store is housed in the former Links of London space, and neighbors include Tiffany & Co., Cartier, and Kate Spade New York.
The store, at No. 16, is the brand’s second biggest in London after its Regent Street unit, which opened last November and which carries the full J.Crew range. The Sloane Square store spans two floors and interiors include reclaimed pine floors, and wall art such as Robert Rauschenberg and Peter Saville posters; a collage by Duncan Hannah and a Sixties oil painting by Matthew Lasinski.
Earlier this year, during the refurbishment of the space, a vertical “living garden” aimed at attracting bees and promoting pollination covered the hoardings outside the store. Part of that garden has now become a living wall inside the store on the ground floor.
J.Crew continues to partner with Buglife, a charity for the conservation of bees and other bugs, and bug-related merchandise such as t-shirts, London-produced honey, and ceramic trays with a black-and-white bee design are on sale.
“We love Sloane Square – it totally clicks with who we are,” Millard “Mickey” Drexler, chairman and chief executive of J.Crew, told WWD. “The customers who live and shop in the area are world-class shoppers and style experts. We could not be more excited about opening our fourth store in London in such a great neighborhood.”
As reported, J.Crew was not planning to open a fourth unit so quickly after cutting the ribbon on three last year. “Sloane Square was on our radar as an area that we liked, and the space came free more quickly than anticipated,” Jenna Lyons, the brand’s creative director, said earlier this year.
J.Crew collaborated with the illustrator Emma Smith to create t-shirts with four different bee designs for men, women and children. The brand is also distributing pesticide-free seed paper packets to all customers until the end of the year, and stocking The Bee Who Spoke children’s book. It also plans to stock holiday ornaments designed by Smith.