Balmain moves London flagship to Mount Street

By

Sandra Halliday

Published
Apr 3, 2023

French label Balmain has opened a new store on one of London’s hottest streets for luxury fashion labels — Mount Street in the heart of Mayfair. It has moved from its South Audley Street home not far away, which had been its UK flagship since 2015.

Located a number 94, the new 100 sq m space houses the women’s, men’s and accessories collections and — as is usual these days at the ultra-luxury end of the market — there’s also a private suite for VIP appointments.

The brand’s creative chief Olivier Rousteing kicked off the store with a cocktail for customers followed by a dinner with ‘friends of the brand’ late last week. Guests included Weng Chuol, Jourdan Dunn, Isamaya Ffrench, Lulu Wood, Mia Regan, Maria-Olympia of Greece, Poppy Delevingne and Sam McKnight, among others.

It’s yet another sign of the growing importance of Mount Street, which along with Bruton Street and South Audley Street, is increasingly popular for labels seeking a store in a discreet luxury enclave rather than on the busier Bond and Regent Streets. 

Recent Mount Street opening news also included the announcement that luxury French leather goods and trunk maker Maison Goyard was relocating to number 103 from a smaller space on the street at number 116.

Other boutiques there include Lanvin, Roksanda, Malone Souliers, Oscar de la Renta, and Christian Louboutin.

Major neighbourhood landlord Grosvenor said at the end of last year that the vacancy rate in Mayfair and Belgravia had fallen to just 0.8%.