Grosvenor opens 'affordable' pop-up concept store on Duke Street

By

Sandra Halliday

Published
Nov 21, 2018

Major London landlord Grosvenor will on Thursday officially open the North Mayfair Emporium on Duke Street, which it describes as “the first landlord-led concept store of fashion and lifestyle brands.”

It offers “a new leasing model to make it easier for small, fledging brands to set up shop in the heart of the West End.”

The store will include men’s and women’s footwear, womenswear, affordable eyewear, customisable denim jackets, and fine art prints from contemporary independent brands including Bailey Nelson, Lumatrix, Roscomar, Sons of London, Winser London and Youpeople.

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The multi-brand concept store at 55 Duke Street will be open until the end of December.

Keith Bailey, Mayfair Director, Grosvenor Britain & Ireland said: “The launch of North Mayfair Emporium is one way Grosvenor is working to improve the environment for those visiting, operating and working in the West End. The concept store provides a turn-key solution with fixtures and furniture supplied and an all-inclusive lease which has made it a lot easier for these ambitious brands to take space in a prime location.”

Located just a stone’s throw form Oxford Street, it certainly has an interesting brand mix. Roscomar sells “ultra-lightweight, accessibly priced street-style sneakers with a luxury aesthetic”; Sons of London is all about “timeless” men’s and women’s shoes direct from artisan makers in Italy; and Winser London is perhaps the best known label having been founded by former Pringle and Aaquascutum boss Kim Winser.

Meanwhile Youpeople is a “detachable denim jacket brand allowing the wearer to interchange the vest, collar and sleeves, mix and match handmade designs, applications and customisations depending on mood or occasion”; Bailey Nelson is all about affordable eyewear with a high-end look and feel; and Lumitrix adds a cultural element with “a carefully curated, unique, vibrant and eclectic portfolio of limited-edition fine art prints, available in a variety of sizes and frames.”

Designed by specialist interiors firm Harth, the store’s interior is meant to be “sophisticated and eclectic, where design classics and one-of-a-kind statements are combined with contemporary pieces and outstanding craftsmanship.”