John Smedley is to open a second store on March 10 on London’s Jermyn Street.
The 750 sq ft store at 55 Jermyn Street features elements from the brand’s history and home in Lea Mills, Derbyshire, such as Derbyshire marble table tops, maple flooring mirroring the original factory floors and inset leather walkways, replicating the trolleyways installed in Lea Mills in the 1800s.
The store also features bespoke lighting from Derbyshire designer Corin Mellor and handwoven cloth used for fitting rooms and soft furnishings in the brand’s signature colour palette by British wool specialist Tara Osborough.
It has interactive lightboxes and screens that showcase films on the history of the brands and seasonal collections.
The store, designed by AMD Interiors, will offer an edited selection of mainline collections, as well as its unisex diffusion line and limited edition pieces from the British Fashion Industry x John Smedley collection.
It will also offer personalisation services and a stylist drop-in centre.
John Smedley was founded in 1784 at Lea Mills in Derbyshire and continues to manufacture all of its knitwear in UK factories.
“When considering the interior design of our new Jermyn store, we have made modern links to both our historic 1784 mill and the wider Derbyshire environment around our home location,” said managing director Ian Maclean. “The deliberate association with British craft in a broader sense is very important to us as our 230 year heritage is all about making things in Britain.”