With Nothing Underneath opens first store in London’s Belgravia

British womenswear brand With Nothing Underneath (WNU) has opened its first standalone store at 47 Elizabeth Street in London’s Belgravia area.

The new 1,193 sq ft space signals a significant move outside of the brand’s ecommerce roots. It sees WNU join luxury brands including ME+EM and NRBY, further strengthening the retail offer on the popular street, which sits in between Sloane Square and Victoria, known for its lively outside dining and café culture.

Founded by Pip Durell, WNU creates timeless shirts that use the finest organic materials to ensure its products have wardrobe longevity to outlast trends.

Durell said: “We are excited to be opening our first store, offering consumers the space in which to shop and discover our brand in a quintessentially British neighbourhood.

“Our loyal customer base has meant that we felt confident in taking the leap to invest in our first bricks and mortar store. Belgravia has long been home to brands at the forefront of their industry, so we are delighted to be joining a superb destination for retail in London.”

WNU is the latest in a surge of 18 new signings across Mayfair and Belgravia in just six months, demonstrating the continued resilience of bricks and mortar retail in central London.

Bronnie Edwards, Associate Director of Retail at Grosvenor, commented: “The decision from WNU to open its first physical store with Grosvenor is incredibly important to us and reflects confidence in the appeal of the area and our support for occupiers through our collaborative marketing initiatives.

“We aim to build meaningful relationships with our partners, and prioritise transparency and a service-orientated approach. It’s this approach which has enabled us to work with fantastic brands like WNU.

“The result is the creation of a resilient and thriving neighbourhood with the addition of WNU strengthening our mixed-use retail and hospitality offering, making Belgravia a place that people want to visit, enjoy and spend more time in.”

Matching landlord Grosvenor’s own ambitions of long-term environmental success, sustainability is a key part of WNU’s identity, which adopts ethical techniques and materials wherever possible.