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New flagship for Oliver Sweeney

Premium men’s footwear brand Oliver Sweeney opened a new flagship store this week –its first opening since it was rescued from administration in June by footwear supplier Tim Cooper and Amery Capital, the fund set up by former Marks & Spencer director Maurice Helfgott.

The brand’s London flagship on Bond Street, which traded for three years, has been closed down and relocated to Conduit Street, just off Regent Street.

The new 641 sq ft store has a contemporary design that includes leather accessories on hanging wall hooks.

Helfgott said that more casual styles would be added for spring 10 to broaden the label’s appeal and make it more commercial.

The store interior was designed by architect firm Urban Salon.

Oliver Sweeney has three other UK standalone stores and a concession in Harvey Nichols in London.

Helfgott said he was also reviewing the brand’s wholesale business, which has 100 stockists. “We want to work selectively with key partners,” he said.

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