LONDON — After years of catering to a wealthy neighborhood clientele near Sloane Square, Chloé is planting another flag on New Bond Street with a 2,906-square-foot store in the former Ralph Lauren Kids location.
The new boutique, at 143 New Bond Street, marks the arrival of yet another Compagnie Financière Richemont brand on the street: As reported, Azzedine Alaïa is to open at No. 139 on the street, where brands including Cartier, Van Cleef & Arpels and IWC Schaffhausen have been longstanding residents.
“It’s a very different client on New Bond – it’s a very vibrant and more international than Sloane, and there probably won’t be a crossover between the two,” said Geoffroye de la Bourdonnaye, Chloé’s chief executive officer.
He said the opening was part of the brand’s efforts to increase its footprint internationally and “a great boost” for the brand. “We were missing not being on Bond Street, but our pace of openings is steady and we have ambitious plans to catch up to our competitors,” he noted.
With 80 stores worldwide, the brand has plans to open two more stores in Tokyo and 2-3 additional ones in China this year. It has just opened a new unit in Singapore.
Inside the new Chloé boutique