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Dries Van Noten has joined a raft of luxury brands opening stores in London’s Mayfair district by signing a 10-year lease on its first UK flagship in Hanover Square.
The new store joins other international flagship stores for the brand in major cities such as Antwerp, Paris, Los Angeles and Tokyo. The brand, now owned by Spanish group Puig, already has successful concessions in Liberty, Harvey Nichols and Selfridges and is promising that this new venture will offer an even more immersive and personalised shopping experience for customers.
Situated at number 22 Hanover Square in a prominent corner location,. which was previously home to Barclays Bank, the new store will blend historical features with contemporary design. It adds to the wave of recent high-end openings in Mayfair, including Jacquemus, Moncler, Diptyque and Roberto Cavalli, which have all opened new stores on nearby Bond Street.
Matt Peters, Director in Retail at international real estate adviser Savills, commented:“Hanover Square benefits from strong foot traffic, with its proximity to both Regent Street and Bond Street, making it an attractive location for retailers looking to reach a high-end customer base. Dries Van Noten’s decision to establish a presence here further underscores the area’s growing appeal as a destination for luxury retail in London.”
Legendary designer Dries Van Noten established his brand in the 1980s and was part of a movement of young designers at the time known as the Antwerp 6 (others in the group includes Ann Demeulemeester, Walter Van Beirendonck, Dirk Bikkembergs, Dirk Van Saene and Marina Yee). He was celebrated for his understated, elegant designs and his mastery of pattern and colour. Now in his 60s, he has relinquished the creative director reins and handed them to his protegée Julian Klausner.
Klausner’s first Dries collection for women will be shown at Paris Fashion Week in March. An exact opening date for the London store has yet be confirmed.
Main image: Dries Van Noten, SS24 (Alamy).
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