French luxury label Lanvin and German designer brand Wunderkind are the latest names to sign up for stores on Mount Street in London’s Mayfair.
Lanvin’s 3,800sq ft store will open by the end of the year or early next year. It will be the brand’s first standalone store in the UK.
Wunderkind, which is currently stocked in department store Liberty, has one other standalone store in Berlin. It will open on Mount Street at the beginning of November.
Designer label Marc Jacobs is also understood to be planning a store for its Marc by Marc Jacobs diffusion range, following the opening of the mainline Marc Jacobs shop on Mount Street last year.
The area is being repositioned by major freeholder Grosvenor, which has created a leasing and marketing strategy designed to promote the area as a fashion hub with a mix of luxury boutiques and restaurants.
Spanish designer brand Balenciaga and French label Christian Louboutin have both opened stores on the street in the past six months.
One property agent said: “There is a lot of momentum towards Mount Street with these designers moving in. It is becoming more of an interesting location for luxury brands that want to distinguish themselves and are confident that they are destination stores.
“There are lots of attractive adjacencies with restaurants and other retailers. The rents are also lower than somewhere like Bond Street.”