Odd Muse to open five-storey townhouse within New Bond Street's luxury hub
Odd Muse, the womenswear label known for its quiet-luxury aesthetic, is set to open its second London store - a five-storey townhouse on the prestigious New Bond Street.
Opening on 4 October, the Odd Muse Townhouse is described by the brand as its "most elevated retail experience to date", marking a milestone moment just five years after its launch.
Aimee Smale, Founder and Creative Director of Odd Muse, said: "I began to float the idea of opening a store on New Bond Street last year… I was told no, I was told I could open elsewhere, I didn’t need to take on New Bond Street. But Odd Muse is all about standing tall in luxury conversations and inviting our community into a world luxury fashion previously didn’t think to invite them into."
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The townhouse will be more than just a shopping destination, with Smale emphasising that the space is designed as a community hub, open to visitors whether or not they make a purchase. It'll serve as an accessible hub to 'luxury' fashion among the sea of ultra luxury brands including Gucci, Chanel, Louis Vuitton and the rest.
Since launching in 2020, Smale has grown Odd Muse from a direct-to-consumer online label into a brand with seven-figure turnover and a global community of more than 350,000. Its ethos of bridging the gap between fast fashion and unattainable luxury has resonated with a new generation of consumers seeking timeless design and affordability without compromising on quality.
Odd Muse, Covent Garden
The move follows Odd Muse’s first permanent flagship in Covent Garden, which opened in November 2023. The baby pink clad shopfront on Monmouth Street was a natural next step after a string of successful London pop-ups, and quickly became a physical extension of the brand’s e-commerce presence. There, shoppers are able to browse Odd Muse’s signature blazers, pearl-adorned dresses and occasionwear, alongside next-day click-and-collect services.
Odd Muse’s leap onto New Bond Street reflects a wider trend of digitally native and independent labels breaking into luxury shopping districts traditionally dominated by heritage houses. Much like brands Ganni and Reformation, Odd Muse is signalling that contemporary, community-led fashion can sit alongside established luxury players, reshaping what aspirational retail looks like for younger audiences.
