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Look inside: Fashion firm Burberry invests in new London store

21 July 2021

urberry has opened a new shop on Sloane Street, in a vote of confidence that London bricks and mortar stores will continue to remain attractive to luxury fashion fans.

The FTSE 100 firm’s latest branch is over 9000 square feet and situated within The Knightsbridge Estate’s new development. That scheme comprises a number of stores facing onto Sloane Street and Brompton Road, as well as office space and apartments.

Burberry said the site marks the first flagship store to feature its “new global design concept”.

The retailer added that it celebrates the SW1 postcode, with founder Thomas Burberry having opened his first London shop in the area.

The ground floor features the design house’s trademark trenchcoats and small leather goods such as wallets and belts. The first floor includes womenswear, seating areas and views of Knightsbridge, while above that is menswear.

Tom D Morgan via Burberry

Chief executive Marco Gobbetti, who plans to step down this year and will go on to head up luxury goods group Salvatore Ferragamo, said the store will allow local and international customers to explore the Burberry brand and its products.

Luxury labels have been hit by temporary store closures during the pandemic, although many have seen digital sales leap.

A number of companies still consider physical branches important to their brands.

Burberry said over the next 12 months it will open three more stores with its new design concept, including at its existing Bond Street shop.