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Jimmy Choo opens its biggest flagship store on New Bond Street

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As speculation continues surrounding the imminent floatation of Jimmy Choo, we look into the New Bond Street store expansion of the shoe brand. The British company could launch an initial public offering in London as soon as this month, according to recent reports. Rumours of a floatation surfaced in March, but unstable market conditions prevented Jimmy Choo as well as other firms (including Fat Face).

Now, however, stable conditions have encouraged Jimmy Choo’s owners, JAB Holdings, to proceed with the floatation. Jimmy Choo is currently owned by JAB Holdings but rumours suggest there may be an initial public offering in London happening very soon. JAB could announce plans to sell a 25 per cent stake which would value the entire business at £620 million. If this goes ahead the brand would be following in the footsteps of other luxury companies including Moncler and Salvatore Ferragamo.

Jimmy Choo have recently expanded and renovated their 27 New Bond Street store. The new 2,160 square foot boutique spans three floors and stocks the complete range of Jimmy Choo merchandise including eyewear and perfumes. The high-end footwear company founded in 1996, now has more than 180 stores in 32 countries and is available in the most prestigious department stores.

Creative director Sandra Choi, who is the niece of the label’s co-founder, wanted the new store to feel intimate, like a fashion townhouse for shoppers to visit. The David Collins Studio designed the space features, a made to measure area and a top floor bridal salon complete with a skylight and marble topped bar. The ground floor is home to the fashion collection including handbags, gifts eyewear and fragrances. Downstairs houses the Jimmy Choo classic 24:7 collection and the Choo.o8 collection is based next to the bridal salon.

The style of the store is luxurious and modern with a metal mesh of gold and silver alongside lavish art deco lights, delicate glass globes situated over the shelves. Grey pink walls are finished with golden mesh panels that are also featured on cabinet’s doors. A golden chandelier is by the entrance adorned with raw crystals. The décor gives a feel of warm, soft glamour. Later on this year a sculpture by Iranian-born artist Shirazeh Houshiary will be installed by the striking marble winding staircase. The large scale work will be visible from all floors and a helix shape from aluminium bricks will recall the heel of a shoe.

One of the many exciting features of the revamped flagship store is the bespoke section in which the customer can become the creative director. The customer gets to pick the shape, material, heel height and personalise the soles with their initials.

London is the latest in a series of new revamped Jimmy Choo stores, the first being a Beverly Hill store back in April. To coincide with their new store opening, a limited edition London telephone box inspired candy bag is available exclusively in the New Bond Street store.

Published on Wednesday 17 September by Editorial Assistant

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