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Barbara Santamaria
Nov 30, 2018
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LVMH to open Casa Loewe concept in London in March 2019

Translated by
Barbara Santamaria
Nov 30, 2018

Spanish luxury brand Loewe has delayed the opening of its London flagship store, Casa Loewe, until March 2019, FashionNetwork.com can reveal. Located at 41 New Bond Street, the 5,380-square-foot, three-storey space will offer the brand’s latest collections and events in a store concept that has already debuted in Madrid and Tokyo.

Casa Loewein London - Loewe

The New Bond Street store, which was due to open in September this year, will see the brand take residence in one of London’s leading luxury shopping streets, where it will rub shoulders with other high-end brands such as Ralph Lauren, Dior, Chanel, Fendi and the recently arrived Alaïa. The new space will feature large storefront windows and upper floor windows divided by Corinthian columns. Inside, marble and granite will take centre stage, as well as natural light.

The move will represent a step forward in Loewe’s ambition to strengthen its presence in the British market. The label has currently a boutique at 125 Mount Street in London, but the site is due to close when the new store on New Bond Street opens. It also has an outlet store at Bicester Village, as well as a presence in leading department stores such as Harrods and Dover Street Market as well as in Selfridges in London and Manchester.

After opening its first Casa Loewe in Madrid in November 2016, the firm is planning to bring the concept, which combines luxury and art, to the UK. Located at 34 Serrano, the Spanish flagship store spreads over 10,763 square feet across three floors and showcases a concept store devised by the brand’s creative director Jonathan Anderson alongside contemporary art exhibitions, spaces dedicated to the house’s history and a flower shop. In two years, the boutique has become a symbol for Loewe in Spain, as well as a key part of LVMH’s Journées Particulières. The concept store has been also unveiled in Tokyo, Japan.

The new store will open next year - Loewe

Currently, the brand has a presence in 28 countries with more than 200 stores. In Spain, Loewe operates 20 locations including concessions in El Corte Ingles department stores, outlets in Barcelona’s La Roca Village and Madrid’s Las Rozas and two airport stores in Adolfo Suarez Madrid Barajas and El Prat. In terms of flagship stores, it has the aforementioned Casa Loewe and a flagship store at 35 Paseo de Gracia. Internationally, the US and Japan play a key part in Loewe’s expansion strategy, with 52 and 38 locations respectively. Meanwhile in the digital world, Loewe is available on its own website and via multi-brand retailers such as 24 Sèvres and Net-a-Porter.

The Madrid-based fashion house, founded by Enrique Loewe in 1846, is owned by French luxury group LVMH. In 2013 it appointed Irish designer Jonathan Anderson as its creative director following the departure of Stuart Vevers, and it named Pascale Lepoivre, former vice president of Celine, as CEO of the Spanish company in 2016. Last spring, it announced changes to its board of directors, with Sidney Toledano replacing Pierre-Yves Roussel as chairman and Jonathan Anderson joining the board. Jaime de Marichalar and Delphine Arnault remained in their seats.

In the first half of 2018, the group said its fashion and leather goods business enjoyed a 25% increase in sales to €8.59bn. Driven by Louis Vuitton’s strong performance, LVMH said other brands including Céline, Kenzo and Loewe also performed well, confirming “their potential for strong growth”.

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