British luxury womens’ footwear brand Penelope Chilvers is to open its second store, on Duke Street in Mayfair, next month to capture international shoppers.
The 1,769 sq ft shop, at 69 Duke Street, will open on September 1. The new store will be adjacent to British menswear label E Tautz, also due to open this autumn, and Jigsaw’s Duke Street Emporium. It will feature a basement showroom and a ground floor retail space.
Founder Penelope Chilvers said: “Duke Street has great adjacencies, full of promising British brands. It’s opposite Selfridges, too, which is great for footfall. Central London is a priority because it gives us access to international customers.”
Chilvers added the decision to open the store was primarily “to help grow brand awareness”. She has no plans to open more stores in the UK or overseas at present. The brand currently wholesales to 15 countries, with 100 stockists. Its largest market after the UK is the US, where it is stocked by J Crew, Neiman Marcus and Barneys.
The 10-year-old business, which sells Spanish-made leather shoes, opened its first store in September 2013 on 48-50 Ledbury Road in London’s Notting Hill.
Retail prices range from £129 for an espadrille to £549 for a snow boot.