Veronica Beard opens second London store in Chelsea

US womenswear brand Veronica Beard has opened its second London store at 2 Symons Street – just off Sloane Square in Chelsea – adding to its Mayfair store at 27 Bruton Street, which opened in 2022, and its 34 stores across America.

Joining Sloane Square’s array of premier luxury retail stores, the new 3,732 sq ft Veronica Beard boutique will carry a full product offering including the brand’s "cult classics", such as the ‘Dickey’ jacket, scuba suiting and denim, as well as outerwear, dresses, tops, skirts, footwear and handbags.

The boutique embraces a classic English style in its architectural details and décor, while mixing contemporary brass and marble elements.

The aim of the new store was to honour the building's historic aesthetic while incorporating elements that reflect Veronica Beard’s brand identity. To transform the space, curved corners and brass detailing have been added to the floor to frame the herringbone pattern.

The interiors of the space are a mix of white and cream grass cloths for added texture. In keeping with the Veronica Beard aesthetic, antique wood tables are mixed with modern brass tables from the 1970s.

Meanwhile, upholstered chairs are covered in a custom block-print handmade in India, and curtains take a nod from traditional English floral in printed linen by Guy Goodfellow.

Art pieces include "a curated mix of timeless floral prints and contemporary abstract works by local artists", with the aim to add individuality to each new Veronica Beard retail space.

The brand was established in 2010 by name sharing sister-in-laws, Veronica Miele Beard and Veronica Swanson Beard. In the UK, it is also sold in the likes of Harvey Nichols and Net-a-Porter.

Veronica Swanson Beard said: "Every Veronica Beard location is designed to feel like you’ve walked into our living room. Each item is individually sourced and hand chosen to delight the customer and reflect the new space. We are so excited to meet our Sloane Square customer where she is."

James Stoll, Asset Management Director at London landlord Cadogan, said: "The beautiful Veronica Beard boutique will be a welcome addition to the neighbourhood, appealing to Chelsea’s loyal customer base with their timeless tailoring with a twist.

"It joins other recent fashion and design signings such as The Conran Shop, FARM Rio, Trinny London and APC in addition to exciting new food and hospitality – all contributing to create a special community here that appeals equally to local residents and international visitors."