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First landowner-led concept store opens in Mayfair

Lauretta Roberts
21 November 2018

Grosvenor Britain & Ireland has opened a concept store of premium, yet affordable, independent fashion and accessories businesses on its London estate in North Mayfair – the first multi-brand concept store to be launched by a major London landowner.

Mayfair Emporium, at 55 Duke Street, offers a new leasing model making it easier for smaller brands to set up shop, offering small amounts of space in the heart of the West End.

Brands on offer include eyewear brand Bailey Nelson, lightweight sneaker brand Roscomar, footwear brand Sons of London, denim brand YOUPEOPLE and ready-to-wear womenswear brand Winser London.

Grosvenor Britain & Ireland Mayfair director Keith Bailey said the new concept was one the ways the landowner was seeking to "improve the environment for those visiting, operating and working in the West End".

"The concept store provides a turn-key solution with fixtures and furniture supplied and an all-inclusive lease which has made it a lot easier for these ambitious brands to take space in a prime location. We are investing to ensure the competitive advantage of the West End for generations to come, making our estate more open, accessible and enticing to all," Bailey said.

The store's sophisticated and eclectic interior was designed by HARTH and Colliers International advised Grosvenor on the occupier mix and arranged the lettings.

Grosvenor owns many of the West End’s key retail destinations in Mayfair and Belgravia including Mount Street, Duke Street, North Audley Street in Mayfair and Elizabeth Street, Motcomb Street, Pimlico Road in Belgravia providing 1.75m sq. ft. of retail space across 534 units. Approximately two thirds of its retailers are independent brands and, for many, their first physical store is on the estate.

Earlier this year the landowner announced it was investing £1bn to deliver new and improved retail and office space across its estate backed by significant investments in the street level environment, green spaces, cultural events and visitor experiences.

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