First landowner-led concept store of emerging lifestyle brands to launch in North Mayfair

Grosvenor Britain & Ireland has opened a concept store of premium yet affordable independent fashion and accessories businesses on its London estate at 55 Duke Street, in North Mayfair.

  • North Mayfair Emporium, a multi-brand concept store officially opens at 55 Duke Street, Mayfair on Thursday 22 November until the end of December
  • Landlord Grosvenor has created a new leasing model, making it easier for small brands to set up shop
  • The store offers men’s and women’s shoes, womenswear, affordable eyewear, customisable denim jackets, and fine art prints from brands including Bailey Nelson, Lumatrix, Roscomar, Sons of London, Winser London and YOUPEOPLE

Grosvenor Britain & Ireland has opened a concept store of premium yet affordable independent fashion and accessories businesses on its London estate at 55 Duke Street, in North Mayfair.

The first multi-brand concept store to be launched by a major London landowner, North Mayfair Emporium aims to support new fledging retail brands who are seeking physical presence and can afford small amounts of space, to open in the heart of the West End. 

Keith Bailey, Mayfair Director, Grosvenor Britain & Ireland said: “The launch of North Mayfair Emporium is one way Grosvenor is working to improve the environment for those visiting, operating and working in the West End.  The concept store provides a turn-key solution with fixtures and furniture supplied and an all-inclusive lease which has made it a lot easier for these ambitious brands to take space in a prime location.  We are investing to ensure the competitive advantage of the West End for generations to come, making our estate more open, accessible and enticing to all.”

Located moments away from Oxford Street, Europe’s busiest shopping street, North Mayfair Emporium offers menswear, womenswear as well as gifts and accessories by six independent brands including:

  • Bailey Nelson – beautiful, high-quality and affordable eyewear designed in-house;

  • Lumitrix - a photographic gallery with a carefully curated, unique, vibrant and eclectic portfolio of limited-edition fine art prints, available in a variety of sizes and frames;

  • Roscomar – ultra-lightweight, accessibly priced street-style sneakers with a luxury aesthetic;

  • Sons of London – timeless, easy-to-shop collection of men’s and women’s shoes direct from artisan makers in Italy;

  • Winser London – luxurious quality women’s clothes at sensible prices, founded by Kim Winser OBE to offer modern, stylish and cleverly cut pieces to flatter all women;

  • YOUPEOPLE – a detachable denim jacket brand allowing the wearer to interchange the vest, collar and sleeves, mix and match handmade designs, applications and customisations depending on mood or occasion.

Designed by HARTH, the store’s interior is sophisticated and eclectic, where design classics and one-of-a-kind statements are combined with contemporary pieces and outstanding craftsmanship. A playful use of colour runs throughout the space, uniting gallery pieces, statement artworks and prints, in a unique and spirited manner.

Colliers International advised Grosvenor on the occupier mix and arranged the lettings on its behalf.

Grosvenor owns many of the West End’s key retail destinations in Mayfair and Belgravia including Mount Street, Duke Street, North Audley Street in Mayfair and Elizabeth Street, Motcomb Street, Pimlico Road in Belgravia providing 1.75m sq. ft. of retail space across 534 units. Approximately two thirds of its retailers are independent brands and, for many, their first physical store is on the estate. 

Supporting the success of the West End

In early 2018, Grosvenor announced it would invest £1 billion to deliver new and improved retail and office space across its estate backed by significant investments in the street level environment, green spaces, cultural events and visitor experiences.

Recently, Grosvenor has demonstrated its ability to cultivate highly attractive enterprising spaces with long-term impact through activity such as:

  • Digital investment: A £2 million investment to improve the West End’s digital resilience, bring down barriers for local businesses and future-proof consumers’ use of the internet.

  • Eccleston Yards: a new hub for creative enterprise, well-being and co-working launched around a new public square this year.

  • The reimagining of Grosvenor Square: a public call for ideas preceded the creation of a professional panel of leading figures in culture, architecture and design to secure the capital’s second largest garden square’s place as a defining public space in London.

North Mayfair

Standing between Oxford Street and Grosvenor Square, North Mayfair is emerging as an exciting neighbourhood hotspot and hub for local workers and visitors.  Beautiful architecture, cultural history, fashionable hangouts and a chic arrange of shops welcome those who are looking to wander off the beaten track.  North Mayfair is a cosmopolitan oasis a short walk from Selfridges department store.

The Grade I-listed, landscaped Brown Hart Gardens, just off Duke Street, strands raised at the heart of the neighbourhood, flanked by the super-stylish hotel The Beaumont, the creation of Jeremy King and Chris Corbin, restaurateurs behind The Wolseley.  Nearby, St Mark’s, a beautiful Grade I-listed neo-classical former church has just completed a £5million refurbishment, and will be occupied by Mercato Mayfair, a sustainable community food market with 16,000sq ft. retail, dining and community space.


For more information contact:

Lauryn Cooke
Consumer Media Relations Manager
Grosvenor Britain & Ireland

Notes to Editors

About Grosvenor Britain & Ireland:

Grosvenor Britain & Ireland creates and manages high quality neighbourhoods that are great places to live, work and visit. Our diverse property development, management and investment portfolio includes Grosvenor’s London estate of Mayfair and Belgravia and other developments in London, Oxfordshire and Cambridgshire.  

We are part of the Grosvenor Group, one of the world’s largest privately-owned property companies, which develops, manages and invests in property in more than 60 cities around the world. 

As at 31 December 2017, Grosvenor Britain & Ireland had assets under management of £5.2bn.

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