Located on Chiltern Street, it builds on the brand’s first London high-end store located in Jermyn Street and “will play a significant part in the continuing evolution of the brand’s loungewear offering and customer experience”.
The past year has seen the brand, which also has stores in Eton, Berkshire and in New York, adapt to reflect “customers’ rapidly shifting lifestyles”, the new site will house a curated collection of pieces centred around unique loungewear pieces and relaxed tailoring, while also exhibiting new concepts, product capsules and innovations within the brand offering. That makes good commercial sense given consumers’ move away from formalwear since the pandemic began.
“Capturing the tension between classic craft and contemporary design, each collection will infuse New & Lingwood’s signature use of colour and pattern into pieces that balance comfort and elegance”, it said.
CEO Freddie Briance added: “We want to keep experimenting with our physical presence and smaller concept stores allow us to convey the magic of our brand and the craft of our product in a very different way.”
