Burberry's five-star flagship on New Bond Street
What: Burberry has reopened its New Bond Street flagship store with a refurbished space that reflects a more modern and minimal design concept.
Why it is important: The space targets and caters to high-end customers as the brand looks to develop its elite customer base, stressing the importance of spending time with customers and providing a premium experience.
The store is bright with open floor space and the store design and fixtures put the focus on merchandise.
The space spans nearly 22,000 square feet across three floors, focusing on elevation, service, and luxury due to the location and being Burberry's anchor store.
Burberry intends to target big-spending customers and use the store as a space to host clients as the brand looks to develop its elite customer base. The brand's CEO argued that in-store traffic is becoming less important and spending time with customers is becoming the focus.
The store highlights Daniel Lee's new designs with products being front and center in the store and also focuses on underdeveloped categories such as footwear.
Accessories are featured on the ground floor, while the upper level is dedicated to womenswear and the lower level is features menswear. Both the men's and women's sections have plush VIP areas that can be closed off.
A trench library can also be found in the store, showcasing the brand's broad offer and bespoke options on tall, shiny racks that pull out vertically.
Burberry's five-star flagship on New Bond Street