Longchamp arrives in Edinburgh with first UK store outside London
Longchamp has unveiled its first standalone store in Scotland, opening a new flagship on Multrees Walk in Edinburgh’s luxury retail district.
The boutique represents the French fashion brand’s first location outside London in the UK.
Located in the heart of Edinburgh’s premium shopping street, the new store brings Longchamp’s Parisian design and craftsmanship directly to customers across Scotland.
It joins an array of global luxury brands in the area, including Louis Vuitton, Burberry, and Gucci, further cementing the district’s reputation as a destination for high-end fashion.
Stephanie Azan, UK Managing Director of Longchamp, said: "We are thrilled to bring Longchamp’s unique heritage of craftsmanship and signature style to Edinburgh.
"This new boutique represents a significant step in our commitment to growing the brand’s presence across the UK and our commitment to continue to offer elevated experiences.
"We look forward to welcoming both our loyal customers and new friends to discover our collections in this beautiful city."
While much of the luxury sector is experiencing slower growth and more cautious spending, Longchamp appears to be bucking the trend. The brand’s positioning - premium and aspirational, yet still accessible - continues to resonate with consumers.
It comes as the UK luxury customer profile has evolved significantly in recent years. According to Azan, the motivations behind luxury purchases are evolving. "We've observed a clear evolution in the motivations of the UK luxury customer," she previously told TheIndustry.fashion.
"While trends continue to influence purchasing behaviour, today's luxury consumer is increasingly driven by a desire for timelessness, craftsmanship, and longevity. This reflects a more considered, conscious approach to luxury where authenticity and quality speaks to our customer."
The Edinburgh store also reflects a wider trend among luxury brands of expanding their presence beyond London. By establishing flagship locations in cities like Edinburgh, Longchamp aims to serve local demand while also increasing visibility among international visitors to Scotland’s capital.
