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Joseph Cheaney opens latest store in Covent Garden

Lauretta Roberts
21 February 2017

British footwear brand Joseph Cheaney has opened its latest store, its seventh overall, on Covent Garden's Henrietta Street.

The 50sqm store was designed by Checkland Kindleysides, which was briefed to create an environment which respected the heritage and art of shoemaking, but also had a relaxed feel to reflect its location.

Henrietta Street is that latest in Covent Garden to undergo a repositioning by Capital and Counties Properties (or Capco) and is now focused on offering informal and casual menswear alongside independent bars and restaurants.

The historic street, which is situated just south of the Covent Garden piazza, was named after Charles I's wife Henrietta Marie and was once home to Jane Austen. It is also the former location of George Orwell's publishing house.

Checkland Kindleysides designed a pared back interior for the new store, which has a Grade II-listed interior and features large sash windows. The front of the store acts as a "gallery" to showcase the Joseph Cheaney collection, which is contrasted with an inky blue lounge area at the rear of the store, where customers are fitted for shoes.

The heritage of the brand, which was founded in Northamptonshire in 1886, is celebrated through the use of "drawing board" displays with cutouts (all on a shoemaking theme) revealing assorted Joseph Cheaney leathers behind.

Other stand-out features include a polishing station, brass bound patterns for the brand's Oxford brogue, "Arthur III", and its "Edmund" double buckle monk, and a cantilevered Corian table used for merchandising footwear and accessories.

"The store is a contemporary interpretation of our craftsmanship and heritage, championing our skills and values through innovative displays and beautiful detailing. In Henrietta Street we have a statement store, not only for Cheaney, but for footwear retailing.” said Joseph Cheaney joint managing director William Church.

Both men's and women's collections are on sale in the store from casual shoes and boots to more formal business footwear.

Joseph Cheaney's other London stores are located in Jermyn Street, Lime Street, Bow Lane and Spitalfields, while it also has two further stores in Cambridge and one in Victoria Quarter, Leeds. The brand, which makes it shoes entirely in England, also has a significant international customer base in markets such as China, South Korea, Russia. Continental Europe and Japan.

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