Beaufort & Blake opens first store in London with more to follow

British e-commerce brand Beaufort & Blake has opened its first-ever store at 521 Old York Road in Wandsworth, London, a stone’s throw from its head office.

Following Beaufort & Blake’s growth in recent years, the new store creates an experience that "brings the Beaufort & Blake’s brand world to life".

The new flagship store also intends to set the aesthetic and experience for future Beaufort & Blake stores, with the aim to be located in affluent London boroughs where the brand has a strong customer base.

Sustainability is an important area for the brand, with furniture used throughout the store being vintage, pre-loved and upcycled. Digital receipts will be issued in store and FSC certified paper bags will ensure a minimal carbon footprint.

The changing areas feature framed fabrics which nod to the shirting background of Beaufort & Blake’s founder, Ed Bonnar, who before starting the brand in 2012 was a shirt maker on London’s Jermyn Street.

Bonnar said: "After five years of collaboration with external investors, I recently regained full ownership of the business, driven by a need to realign its strategy and direction. When I took control in June, one of my top priorities was finding the right location for a physical store.

"As a founder, I believe one of the key essential tools in building a brand is enabling your followers and customers to interact with you physically, in order to strengthen their emotional connection to the brand.

"Until the opening of this store, we have operated as a direct-to-consumer (D2C) e-commerce brand. It is my firm belief that staying true to the D2C model allows us to deliver the highest level of personal service and create the best possible experience for our customers.

"Wandsworth has been the home of our head office for several years. The store presence will allow us to cement Wandsworth into our brand identity which will enable us to connect more personally with our London centric customer base – and begin a roll out of this strategy with our aspirations of opening more stores across the capital in the years ahead."

Bonnar says Beaufort & Blake’s customers are affluent, city-based professionals "who maintain a strong connection to the countryside" and often aspire to return to rural life later in their lives. He says they appreciate high quality in all aspects of their life, opting for classic style as opposed to following trends.

Beaufort & Blake’s men’s and women’s shirts are the heart of our brand. but over the years the offer has expanded to include complete outfits, with a particular focus on knitwear. Together, shirts and knitwear now account for nearly 70% of total sales.

Bonnar added: "This season, we're especially excited about some of our standout pieces, now available at a special discount for our Black Friday sale. These include the women’s ‘Montadale Sheep Jumper’, the men’s ‘Hafren Safari Coat’, and our popular cord shirts."