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Sprezzatura opens flagship store in London’s Connaught Village

Tom Bottomley
16 November 2022

Women’s luxury footwear brand Sprezzatura has this week opened a 345 sq ft flagship store at 10 Porchester Place in London’s Connaught Village.

It’s Sprezzatura’s first permanent retail venture, having previously only been sold direct to consumers through pop-up boutique markets.

Founded in 2018 in Manila in the Philippines by Neilkriss Tan-Middlebrough, who is also the Creative Director, the brand has been available in the UK since 2020 and is now based in London where its shoes are handmade and in limited edition, using woven fabrics from the likes of Liberty and Gainsborough.

Tan-Middlebrough, said: “Sprezzatura is known for its colourful designs, the use of print, ornamentation, and high quality craftsmanship. We have recently (post-Covid) moved our manufacturing operations from the Philippines to London, supported by ateliers in Spain and Italy.

“All the shoes are lasted, clicked and closed in London. All the designs, patterns and finishing is done here. So essentially, the main production is here, but we need to source some components elsewhere. We cannot find soles and insoles for women shoes locally. The shoemaking industry in the UK, especially the one in Northampton is very men’s focused. I want to make the shoes here for as long as I can. Promoting a ‘Made in Britain’ brand is my newfound advocacy.”

Connaught Village is the Hyde Park Estate's luxury retail quarter and one of London’s most exclusive spots for independent shopping, drinking and dining which is just a short walk from Marble Arch, Oxford Street and Hyde Park.

Tan-Middlebrough added: “Connaught Village is a luxury shopper’s hidden gem with its roster of off-the-high street luxury brands. It sets the perfect atmosphere for Sprezzatura to foster an intimate relationship with its customers ensuring exclusivity. We want to know our customers; we want to find them as much as we want them to discover us. We hope to build a relationship with the Sprezzatura woman beyond data, algorithm, and analytics.

“The brand’s ‘direct to consumer luxury’, ‘only in London’ and ‘only in store’ strategy ensures utmost exclusivity which is the pillar of luxury brand marketing and differentiates Sprezzatura from other players in the sector.”

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