John Smedley has opened its third standalone store in Marylebone, London, with a focus on womenswear. Whilst aligned with the brand’s Jermyn Street flagship store, the interior has a softer, lighter design and features considered details that represent John Smedley’s
dedication to British craftsmanship, alongside new features that have been designed with the female consumer in mind creating an enhanced boutique environment.
Designed in conjunction with Andrew Martin of AMD Interior Architecture and the team at Liberty Interiors, the store features bespoke wooden lighting by Tom Raffield, with each piece being steam bent by hand at the brand’s workshop in Cornwall, and vintage Ercol furniture that has been refurbished by John Smedley’s own craftsmen at Lea Mills, Derbyshire to feature new extra fine merino wool seating covers as a nod to both John Smedley’s quality fibres and the brand's dedication to sustainability.
How the brand’s female and family consumers shop has also been considered with the ground floor fitting rooms and walkways designed to be large enough to be buggy friendly, and seating areas with selected British books on hand across both floors to encourage dwell time.
Additional touches such as Derbyshire marble with a unique rose polish represent the brand’s home territory in a modernway, whilst steel racking systems nod to the industrial nature of John Smedley’s manufacturing processes.
The store itself is the largest John Smedley store to date at more than 130 sq m, and the two floors will allow the retailer to showcase the full breadth of its range, with fashion and colour being represented on the ground floor and a modern-icons, classic shopping suite on the lower ground. Both menswear and womenswear will feature across both floors.
‘We are delighted to launch our new store at New Cavendish Street in London’s Marylebone. The area's dedication to maintaining a mix of artisan brands, that represent the breadth of longstanding retailers, unique designers and desire to maintain a family friendly village mentality, is one that we feel completely aligns with our own desires for our brand. We are excited to see our brand launch alongside other British retailers such as David Mellor and Margaret Howell,’ says Ian Maclean, managing director of John Smedley.
The store is located at 24 New Cavendish Street, Marylebone.