Veronica Beard opens first international store in London

By

Sandra Halliday

Published
Jun 22, 2022

Veronica Beard has opened a London store with the label debuting in a historic building on Bruton Street in the heart of upscale Mayfair.

It's an important move for the American brand as it's the very first international store that it has opened, underlining the appeal of London to international brands, despite issues such as surging inflation and the end of luxury tax-free shopping for tourists.

The store is the 19th location for the label overall.

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The street also hosts designer names such as Maison Margiela, Brioni, Kenzo and Isabel Marant.

The new store is located in a four-floor 18th-century townhouse and the label’s resident interior designer Carolina de Neufville (who also oversaw the New York City and Miami stores’ interior designs) has created a space that feels as much like a home as a shop. She’s added vintage furniture both to match the historic details inside the building and to set off the brand’s signature leopard upholstery.

There's a strong sense of historic-meets-modern with the contrast of ceiling-to-floor leopard print curtains against chintzy floral armchairs, contemporary photography on the walls against retro-style wallpaper, traditional parquet flooring and the vintage furniture illuminated by modern lighting.

The new space carries the full line-up of Veronica beard products.