British footwear business Joseph Cheaney & Sons will open its flagship at 18-23 Jermyn Street in August.
The 1,000 sq ft store, which will reflect the “industrial heritage” of the Northamptonshire brand, will stock its full collection as well as a selection of exclusive, limited-edition styles.
Joining shirtmakers Turnbull & Asser, Thomas Pink and TM Lewin on the street, it is part of the Crown Estate’s 10-year £500m investment in the area.
James Cooksey, head of the St James’s portfolio, said the store shows how the area’s “eclectic” retail mix is being refined: “Cheaney holds a deep sense of heritage, and we’re pleased they share our passion for the area and confidence in its future.”
William Church, joint managing director for Cheaney, said it would “blend all that is great about the Northamptonshire shoemaking heritage” with a contemporary shopfit to provide a “stimulating experience” for customers.
The store will be the company’s fifth in London. It also has a factory shop in Desborough, Northamptonshire.