French fashion label Balmain has recently relocated its flagship store to Mount Street, one of London’s most prestigious locations for luxury fashion. The brand previously resided on South Audley Street, but the new 100 sq m space at number 94 Mount Street now serves as Balmain’s UK flagship store. The store features collections for women, men, and accessories, as well as a private suite for VIP appointments.
To celebrate the opening of the new store, Balmain’s creative chief Olivier Rousteing hosted a cocktail event for customers, followed by a dinner for “friends of the brand.” The guest list included notable figures such as Weng Chuol, Jourdan Dunn, Isamaya Ffrench, Lulu Wood, Mia Regan, Maria-Olympia of Greece, Poppy Delevingne, and Sam McKnight.
Balmain’s decision to move to Mount Street reflects the area’s growing prominence as a sought-after destination for luxury fashion. Mount Street, along with Bruton Street and South Audley Street, forms a discrete luxury enclave that appeals to brands looking for an exclusive and sophisticated shopping location. This trend of choosing quieter streets over busier thoroughfares like Bond and Regent Streets is becoming more prevalent among luxury brands.
In addition to Balmain’s move, Mount Street has also seen another significant opening announcement. Maison Goyard, a renowned French leather goods and trunk maker, will relocate to number 103 from its smaller space at number 116. Noteworthy boutiques in the area include Lanvin, Roksanda, Malone Souliers, Oscar de la Renta, and Christian Louboutin.
The popularity of Mount Street and its surrounding neighborhood can be attributed to several factors. The area experiences low vacancy rates, with Mayfair and Belgravia recording a mere 0.8% vacancy rate as of the end of last year. This indicates high demand and limited availability in these sought-after areas. The combination of an exclusive atmosphere, beautiful architecture, and proximity to other luxury destinations make Mount Street an attractive choice for discerning shoppers and prestigious fashion brands alike. Balmain’s move further solidifies the area’s position as a hub for luxury fashion.
Useful Links:
1. Official Balmain Website
2. Balmain at Harrods
