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Simon Carter to open new flagship store in Connaught Village

Tom Bottomley
01 February 2021

British menswear brand Simon Carter will be opening a new 650sq ft flagship store in Hyde Park Estate's luxury retail quarter, Connaught Village, “as soon as permitted,” adding to another new store it opened just before Christmas in Chiswick, west London.

It will mean the brand now has five stores in varying pockets of London, the other locations being in Mayfair, Blackheath and Crystal Palace. Another Simon Carter store, on Lamb’s Conduit Street, was closed last year due to expiry of the lease.

Simon Carter, founder and CEO of Simon Carter, said: “I’ve been using the time to prune and edit my business and future proof for when the bounce back comes. I’ve taken on new shops in Chiswick and Connaught Village as there were very good deals to be had that certainly won’t be there in a year’s time.

“I see opportunity presently as landlords are being much more realistic and keen to do deals. Although central London, and city centres generally, have been hollowed out by coronavirus, we are experiencing an era of ‘hyperlocalisation’, as I’ve termed it.

“Millions of us are living, working, and spending from home and creating a prosperity ripple in suburbs and regions that are becoming virtuous circles. I’ve always favoured these ‘villages’ and have seen a 20% increase in sales at my Crystal Palace shop, for instance, during the months it could open. We’ve also invested in online, and that’s trading 26% up so all is relatively positive.”

Carter has signed five-year leases on both new stores, located at 2B Devonshire Road, Chiswick, and 50 Connaught Street in Connaught Village. The unveiling of the Chiswick store just prior to Christmas was low key, but Carter says that although so far it has only been able to open for a total of 10 days due to Lockdown 3, it had the best opening week of any shop he’s ever opened.

Carter commented: “I’ve always wanted a Chiswick shop but the High Road is too expensive. It’s an area I personally like shopping and spending in so that’s a good sign. It had just been renovated and was let as a pop-up so in perfect condition and good to go. I took possession on a Wednesday afternoon and opened that Saturday morning. It was only open 10 days but exceeded expectations in all areas.

“Being slightly off pitch in Chiswick means the rent is much more affordable and the reaction has been exactly what I’d like, with a real sense of being ‘embraced’ by the local community.”

Connaught Street will open as soon as permitted and will allow Carter to showcase the brand “fully for the first time,” in a larger than usual 650sq ft space.

Carter added: “My brand is akin to joining a club and there is a sense of the slow burn with my shops. Connaught Village feels like Shepherd Market in Mayfair did 12 years ago when I moved there - a wealthy hidden London village. Again, being a destination, the rents are manageable.”

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