The largest store in the company’s history, Swaine’s New Bond Street flagship represents a fresh chapter for the luxury brand. As the UK’s oldest luxury goods provider, its roots go back to 1750. For centuries, Swaine has dressed royalty, nobility, and gentry with precise high-quality craftsmanship. Today, it moves into its most radical rebrand to date.

The new flagship — all 7,000 sq ft. of it — serves as a representation of this evolution. Located in a 19th-century building, with interiors modernised by architectural firms Malherbe Paris and Atelier Architecture and Design, the space reflects a merge of history with the present. Fitting, right? With this store, Swaine aims to engage a new clientele of customers through an experience-based physical manifestation of its history, craftsmanship, and design. Highlights include a focal ‘Rain Room’ featuring the handmade umbrella range, a museum of the brand’s history, and workshops located above the retail space. With the comprehensive product offerings and areas for private appointments, existing and emerging customers can spend hours exploring.

From the window displays to the interior design to the luxury goods themselves, there is care and precision in every corner of Swaine’s new flagship.

Swaine’s flagship store is located at 126-127, New Bond Street, W1S 1DZ.

Shop Swaine here.