Location, location, location: Russell & Bromley set for Covent Garden move

Upscale shoe retailer Russell & Bromley is to relocate its store in London tourist destination Covent Garden with a brand new 3,461 sq ft site at 107 Long Acre debuting this autumn.


Russell & Bromley


It’s interesting that the new store isn’t massively bigger than the existing one (which is at 117 Long Acre) and the move illustrates just how important the prime positions in key shopping locations are, with heavy investment in fitting out a new site being seen as worth it for that extra consumer attention the perfect position can bring.

The new property, the landlord of which is the Mercers’ estate, is at the junction of heavily trafficked Long Acre and Neal Street, and benefits from both local and tourist visitors who are seeking a mix of established and more quirky, indie brands.

The new store includes a 1,630 sq ft lower ground floor and a 1,841 sq ft ground floor and will feature the brand’s full line-up, including shoes and bags for women and men.

Andrew Bromley, owner of Russell & Bromley, said: “Our new store had to be in a prominent location within Covent Garden and this corner unit, directly opposite the tube station, was an opportunity we had to secure. The plan is to launch to the public this autumn and this larger space will provide a great backdrop for our new seasons’ collections.”

This news follows the recent launch of the Boots flagship concept store, adjacent to Russell and Bromley, while street footwear label Vans is set to launch later this summer on Neal Street. Stance has also officially signed for a permanent lease at 3 Neal Street.

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