The new outlet will occupy more than 690 sq ft of retail space at 38 Chiltern Street and joins a number of high-end retailers positioning themselves in an area praised by Radio 4 listeners as their ‘favourite shopping destination’.
Chiltern Street is rapidly gaining a reputation as a sought-after location for high end specialist retail and leisure. It has the first stand-alone store, outside of Paris, for iconic French candle brand Cire Trudon and is home to GQ shop of 2011 menswear retailer Trunk. It is also the chosen site for visionary hotelier Andre Balazs’ first hotel outside of the US.
Otis Batterbee completed the deal for the elegantly appointed property in the face of strong competition. A retail presence in the capital was seen as key to the brand’s evolution and Chiltern Street’s prime location made it a compelling choice.
The store is the next logical step for the fresh new heritage label, that first introduced its distinctive travel accessories at Liberty and Fortnum & Mason. The brand is now stocked in over 40 Department Stores in the UK and now has stockists globally.
Officially opening in September 2012, the new store is a continuation of the ‘classic with a twist’ brand values.
Overall, the stores design respects the Georgian proportions and sense of space of the building, while the interior aesthetic embodies a 1920s Parisian salon meets Mayfair concept. Created and styled by St Martin’s-trained designer, Otis Batterbee, the mood of the store is chic decadence and contemporary luxury created via sleekly finished deep grey and black bespoke fittings.
Carefully considered antique pieces such as 1930s leather club chairs, vintage maps and offbeat museum display cabinets give a gentlemanly club feel to the interiors while the brand’s origins are referenced in original family artwork and articles.
With English Heritage French grey walls the backdrop for Danish chairs, reeded glass panels, fireplaces, tailor’s dummies, steamer trunks, globe pendant lighting and antique lamps, the tone is a blend of dressed-down Parisian elegance with British Savile Row sensibility.
The signature Batterbee eye for detail continues externally with topiary hedges along the windows and a branded bicycle that will be ‘parked’ outside during opening hours.
Says Otis Batterbee: “I wanted the store to encapsulate the whole vibe of the brand, it will be elegantly witty and a great place to wonder around, sit down on club chair and have a quick read of some hand-picked literature and learn a little more about the extended Batterbee family and where it all came from…but most importantly it will be comfortable and definitely not stuffy!!”
For the September opening, new ranges will be made available in a retail setting for the first time. Tote bags, both canvas and waxed canvas, coin purses, pencil cases as well A4 and A3 travel pouches will debut in the new store.
The stationary range includes travel journals covered in Prince of Wales, Grey Pinstripe and Mono Spot wool suiting fabrics and leather notepads and chronicle jotters.
Luggage and bags including weekend holdalls and city bags, Ivy League Petersham belts, key fobs and music cases for iPhone and iPod will be on offer. There will also be accessories such as umbrellas in Prince of Wales print and a very special Otis Batterbee print with wooden handles. In addition the store will also stock a variety of homeware including cushions and lampshades in signature Savile Row fabrics.
The brand has been identified by Walpole as one of six “Brands of Tomorrow” and mentored by the likes of John Ayton, founder of Links of London and Sarah Elton, former MD of Smythson. Previous Walpole “Brands of Tomorrow” include Miller Harris, Basso & Brooke, Charlotte Olympia and Astley Clarke.
Otis Batterbee (OtisBatterbee.com )stays close to its core values as a modern heritage company and supports manufacturing in the UK. The Otis Batterbee factory in Cheshire produces all of the brands core products.