Swaine, a luxury goods brand that has been a fixture of London’s high-end retail landscape since 1750, has opened its largest store yet on New Bond Street, the centrepiece of its most radical rebrand in 273 years. The new flagship store spans 7,000 square feet, with a ground floor and mezzanine level, showcasing Swaine’s range of men’s and women’s leather goods and luggage, along with Herbert Johnson hats and Brigg umbrellas.

Designed by architectural firms Malherbe Paris and Atelier Architecture and Design, the flagship store is housed in a 19th-century building, with a ‘Rain Room’ that displays Swaine’s handmade umbrella range. The store also features dedicated areas for private appointments and bespoke services, as well as a museum charting the brand’s extensive history.

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Carine de Koenigswarter, Chairman and CEO of Swaine, highlighted the significance of the new flagship store, stating that it is where each customer, new or connoisseur, can fully engage with the spirit of Swaine through an immersive brand experience. The brand’s long tradition of manufacturing in the heart of London continues with the workshops for both Swaine leather goods and Herbert Johnson hats located above the store. Leather artisans and hatters will handcraft bespoke orders for clients and the UK armed forces, setting a new standard of workmanship in London’s most prestigious retail district.

After trading from premises in St James’s for almost three centuries, Swaine left the district in 2022, opening a boutique in Mayfair’s Burlington Arcade with the aim of establishing a new flagship store. The opening of the New Bond Street store marks a significant milestone in the brand’s history, as it embarks on a wider brand refresh.

“The flagship will not only showcase the full range of luxury products but is where each customer, new or connoisseur, will be able to fully engage with the spirit of Swaine through an immersive brand experience” Carine de Koenigswarter

“The flagship will not only showcase the full range of luxury products but is where each customer, new or connoisseur, will be able to fully engage with the spirit of Swaine through an immersive brand experience”, said de Koenigswarter.

The attention to detail and focus on quality are evident in every aspect of the store, from the carefully crafted leather products to the beautifully designed window displays. The surrealism-inspired concept created by B_RD adds a touch of whimsy to the store’s already distinctive identity, encouraging visitors to engage with the brand and its heritage. The window display is a reflection of the brand’s commitment to creating exceptional products that are as unique and individual as its customers.

Swaine’s flagship store is located at 126-127, New Bond Street, W1S 1DZ.