Burberry takes the wraps off revamped Bond Street store

Burberry has taken the wraps of its revamped Bond Street store which will provide the perfect backdrop for the arrival in-store of new creative chief Daniel Lee's first collection for the house in September of this year.

The hotly anticipated re-opening follows on from Lee's first outing as Burberry Chief Creative Officer at London Fashion Week in February where he delivered a collection intended to celebrate Burberry's Britishness. Lee joined Burberry last September, having previously been credited with reviving the fortunes of Bottega Veneta with his modern take on luxury.

For the New Bond Street opening, Burberry has evolved its store concept with an immersive shopping experience, offering womenswear, menswear, eyewear, shoes, and accessories with a stronger focus on the key category of leather goods, and a new VIP area.

The minimalist interior is punctuated with an eclectic mix of contemporary furniture, creating a stripped-back setting designed to spotlight key Burberry pieces.

Overhead lighting has been crafted to replicate the iconic Burberry Check – a pattern introduced in the 1920s, referencing the brand’s rich heritage.

"We are excited to open the doors of our newly refurbished flagship store on New Bond Street in one of London and the UK’s premier luxury shopping destinations. The store showcases our beautifully crafted products in a luxury setting that connects our customers with our brand and unique heritage. We look forward to welcoming back our local and international clients to our new home - and unveiling Daniel's collection when it arrives in store in September," said Burberry CEO Jonathan Akeroyd.

Burberry recently revealed that its sales had jumped 10% on a reported basis to £3.09 billion in the year ending 1 April 2023 with growth accelerating in the final quarter of the final year as China bounced back from Covid restrictions and consumers responded positively to the British luxury house's new creative vision.