Mayfair’s Burlington Arcade has been one of London’s most attractive shopping destinations since its initial opening in March 1819, with a strong mix of independent and chain retailers. However, landlords have recently announced that the classic arcade will soon take a step into the high fashion field, as global powerhouse Chanel has taken out no fewer than five units within the complex.
The 195 year old arcade will welcome Chanel later this month, with the Parisian brand due to open two of its Métiers d’art stores – one will be the cashmere brand Barrie, and the other the milliner Maison Michel. These openings will be swiftly followed by the arrival of luxury watchmaker Bell & Ross, a speciality perfume store and swimwear brand Eres.
Chanel president of fashion, Bruno Pavlovsky, reveals that Burlington Arcade was a much desired destination due to its long history and prime location.
He continued; “London is a key fashion city and it has a mix of local and international shoppers.
“In London, you can find both the big streets with the big boutiques from the big brands as well as intimate, small locations for small brands.
“This is what we like and all of these areas are very busy.”
Yet it is not only Chanel set to make a splash at the arcade, as another clutch of new lettings will strengthen the retail destination’s shift into high fashion. Italian lingerie brand La Perla, for example, will soon make an entrance to Burlington Arcade, reinforcing the message that it will no longer be purely the home of antiques retailers and independent jewellers.
Chanel’s decision to move into Burlington Arcade could well be the ideal destination for its small subsidiary brands. Cashmere brand Barrie, for example, is currently a relatively up-and-coming name in the fashion world, with only 175 employees based in Hawick, Scotland at present.
The brand was rescued by Chanel only two years ago after encountering financial difficulties as a result of the recession, and since then the Parisian fashion house has invested heavily with Barrie’s first Parisian store launching last July. Mr Pavlovsky revealed that it has proven very popular, and confirmed Chanel will soon be recruiting a further 100 workers in Scotland as a means of developing the brand.
Burlington Arcade’s acquisition by Thor Equities and Meyer Bergman in 2010 is another reason for the relatively small complex appearing on the high fashion radar, as along with the initial £104 million purchase, the new owners have invested heavily in returning the arcade to its original splendour.
This, along with the dedicated efforts of property agent Cushman & Wakefield, has seen a healthy mix of domestic and overseas brands take up space, including Lulu Guinness, Theo Fennell and Leica cameras.
