The 700sq ft store was formerly home to a hairdressing salon and has been empty for five years. Mascaro will trade across two floors with the ground floor dedicated to current season stock and the first floor to non-seasonal stock and its new bespoke service. It will sell the Mascaro family of brands, as well as its Pretty Ballerinas pump line.
New projects director David Bell said the location was his "number one target." He added: "It's the street where everyone goes to buy shoes." Near neighbours include Shoe Studio’s Bertie, Pied a Terre and Nine West stores, as well as Dune, Moda in Pelle and Kurt Geiger.
Mascaro's first London store, which opened last February and trades under the Pretty Ballerinas fascia, is just around the corner in Brook Street, but Bell said the South Molton Street store would pick up trade from customers passing from Oxford Street to Bond Street. "Our biggest clientele in Brook Street are guests from Claridges, who often buy five to 10 pairs, sometimes more," Bell said.
The group now operates three Pretty Ballerinas stores in Brook Street, The Royal Exchange in the City and Pont Street, Belgravia, where it has just launched a bespoke ballerinas service. Bespoke prices start at £200 while standard retail prices start at £89. The company's first Mascaro store in the UK opened in Marylebone High Street last August.
Bell said the group was also eyeing sites in King’s Road and other premium areas and hoped to have around 10 stores in the capital in the next two years. It has no immediate plans to open stores outside of London but the Mascaro and Pretty Ballerinas ranges are wholesaled to customers outside of London.