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London flagship marks ‘relaunch’ of Bally

The opening of Bally’s London store has been hailed as a relaunch of the luxury brand by chief executive Frédéric de Narp.

The 4,320 sq ft store, spread over three floors, is the first to offer Bally’s full menswear, womenswear, footwear and accessories collections, as well as new services including bespoke footwear.

The store at 44-46 New Bond Street, designed by David Chipperfield Architects, was inspired by an archive image of a Bally store in Switzerland in the 1920s and features a 3D timber wall where a series of walnut and aluminium displays can be attached in order to display and illuminate products.

The basement houses the menswear collection, the ground floor is devoted to womenswear and the first floor offers footwear, including a made-to-order and exclusive made-to-colour service where customers have the option of customising shoes to any colour and intensity.

Bally chose London for the launch of the new flagship format because of its “international and creative” population, de Narp said. He plans to open 10 to 14 such stores worldwide in the next five years, starting with Rodeo Drive in Los Angeles and then Tokyo. Exact dates and locations have yet to be confirmed.

He told Drapers the Bond Street flagship was the “ultimate expression” of the brand. “Its opening marks the first day of the new Bally. Shoppers will be able to experience the full brand and see the first collections under Pablo [Coppola, Bally’s design director] in store. It’s a monumental step.”

De Narp said Coppola - who was appointed in February - had stripped the brand’s design back to its Swiss roots and created “coherence” across all categories of the label. He added that accessories would remain “at the heart” of the brand with the ready-to-wear ranges, which make up 10% of the collection, remaining as the “accessory to the accessories”.

Bally plans to expand its 300 wholesale accounts across the globe and sees the Bond Street store as a showcase for the brand.

The business will also focus on increasing its department store presence. In the UK it is stocked by Selfridges and Harrods. “[Department stores] allow our partners and prospective partners to see the full spectrum of the brand,” he explained. “It is an area we intend to develop over the coming seasons.”

Bally has a pop-up store at 37 Brompton Road, London, which is set to close now the flagship is open, as well as a shop in Heathrow Terminal 1 and outlets in Bicester Village and Hackney. It has five stores outside of the UK.

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