Fenwick is unveiling a new £1m footwear department in its Bond Street flagship this week (July 11), introducing nine new brands to the store.
The 4,143sq ft area located on the ground floor in the former lingerie department is more than double the size of its previous 2,000 sq ft footwear section, and now offers 30 brands. The lingerie department will move to footwear’s previous home on the first floor.
Valentino, Nicholas Kirkwood, Jil Sander, Giuseppe Zanotti, Bottega Veneta, Proenza Schouler, Lanvin and Alexander Wang will join the footwear offer as a result of the refurbishment, which has taken two months to complete.
Designed by Shayne Brady, founder of interior architecture studio BradyWilliams, the space is inspired by the original Mayfair Fenwick Town House at 63 New Bond Street and the boutiques of 1920s London. Decorated in greys, dusky pinks and marble, it also features custom-designed furniture, carpets and leather upholstery.
Kurt Geiger selected the edit of 30 brands – which includes Acne, Michael Kors, Chloé and Phillip Lim – on behalf of Fenwick.
Managing director David Walker-Smith said: “Creating a bespoke shoe department on the ground floor is something avant garde to the retail experience.Our shopper is time poor so we have micro-curated a key edit to ensure they have a shoe relevant for every element of their busy life. Our goal is to create the ultimate level of service for a unique and refined, yet opulent shopping experience.”
This is the latest in a series of initiatives launched by Walker-Smith since he joined in early 2013. In January, he announced a rebranding for the store, inverting the green and white logo, and later revealed plans for a new handbag department, which will be headed by Mia Fenwick, daughter of company chairman Mark Fenwick.