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urberry has opened a new boutique on Sloane Street, in a vote of confidence that London’s brick-and-mortar stores will continue to remain attractive to luxury fashion fans.

The latest branch of FTSE 100 is over 9,000 square feet and is located in the new development of The Knightsbridge Estate. This program includes a number of shops overlooking Sloane Street and Brompton Road, as well as offices and apartments.

Burberry said the site was the first flagship store to showcase its “new global design concept.”

The retailer added that it was celebrating postcode SW1, as founder Thomas Burberry opened his first London store in the area.

The ground floor presents the iconic trench coats of the design house and small leather goods such as wallets and belts. The first floor has women’s clothing, seating areas and views over Knightsbridge, while above there is men’s clothing.

General manager Marco Gobbetti, who plans to step down this year and will then head luxury goods group Salvatore Ferragamo, said the store will allow local and international customers to explore the Burberry brand and its products.

Luxury labels have been hit by temporary store closures during the pandemic, although many have seen digital sales jump.

A number of companies still view physical branches as important to their brands.

Burberry has announced that over the next 12 months it will open three more stores with its new design concept, including at its existing Bond Street store.


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