Belstaff relocates London flagship to Regent Street

Premium British lifestyle brand Belstaff has announced it is relocating its Central London flagship shop to 203 Regent Street this September.

Previously located at 135-137 New Bond Street, the move is part of the brand’s ongoing retail expansion plans, as it continues to present its community first concept, which follows on from Belstaff’s reopening of its Spitafields store in March and, most recently, the Glasgow store relocation to Ingram Street.

The partnership with award-winning design consultancy Brinkworth “now delivers the most important retail project to date,” on the corner of Regent Street and Conduit Street. The relocation also coincides with the 200-year anniversary of Regent Street, which is owned by The Crown Estate.

The 2,077 sq ft store interior reflects the brand’s Stoke-on-Trent industrial origins, with the use of power coated steel, brass fittings and laminated glass. The British Millerain cotton canopy ceiling references both the brand’s signature waxed cotton collection and its background as an innovator in functional textiles and clothing.

Located next to London’s Soho, the Belstaff Regent Street shop will be a place for discovery, shopping and entertainment. The interactive space can be transformed from a retail environment into a community hub.

With all fixtures on castors, Belstaff plans to host an ongoing series of curated events with guest hosts along with special screenings, panel discussions and podcast recordings. Key figures of the Soho community will collaborate on the shop’s opening event, curating the food, music and entertainment.

Product displays are being arranged to “encourage rummage and discovery,” inviting customers to explore the product in an informal way. The bespoke seating area offers customers the ideal location to relax and enjoy a barista coffee or G&T, prepared by the Belstaff team.

The new space also offers repair and restoration. A permanent hand waxing service will be located on the ground floor, for customers to bring in their old jackets for a new lease of life. "How to Care" classes will be offered for all, demonstrating how to prolong the life of your waxed cotton and leather pieces. Classes will be filmed and shared on Belstaff channels for the wider community to access, highlighting the importance of sustainably designed products that are built for life.