John Smedley, a beloved British luxury knitwear brand, has recently opened its third standalone store in the bustling New Cavendish Street in the chic Marylebone neighborhood of London. This strategic move signals the brand’s commitment to enhancing its presence in the fashion scene, particularly with a renewed focus on its womenswear collections. This change in creative direction, initiated in 2016 with the appointment of marketing and design director Jess Mcguire-Dudley and designer Chloe Cooper, has proven to be fruitful. The brand has experienced a remarkable 35% increase in sales both in-store and online since the shift.
Despite the emphasis on womenswear, the newly unveiled store is a one-stop destination for all John Smedley enthusiasts. Covering an expansive 1,400 sq ft area across two floors, this flagship store boasts the brand’s diverse collections in a visually appealing setting. The store design harmoniously merges the brand’s rich heritage with a modern, feminine aesthetic intended to captivate the female consumer base. Elements like bespoke wooden lighting from Tom Raffield and refurbished vintage Ercol furniture add a touch of sophistication and sustainability to the space.
In honoring its manufacturing traditions and origins in Derbyshire, the store incorporates Derbyshire marble with a special rose polish and steel racking systems. This nod to craftsmanship and authenticity underscores John Smedley’s commitment to quality and legacy. Managing Director Ian Maclean stresses the brand’s alignment with artisanal brands in the local community and its dedication to preserving a welcoming, family-friendly atmosphere.
By curating a boutique environment that caters to the preferences of the modern woman, John Smedley is poised to stand out in the competitive retail landscape. The brand’s aspiration to offer a unique shopping experience to its female clientele shines through in every aspect of the store’s design. Surrounded by esteemed neighbors like David Mellor and Margaret Howell, John Smedley is well-positioned to thrive in the vibrant and trendsetting Marylebone district.
For more information on John Smedley and its new store in Marylebone, visit their official website here. Additionally, to explore more about the unique and sustainable products featured in the store, check out the offerings from Tom Raffield here.
