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Fashion


celebrities alike. It was even one of only eight companies in the world to hold Royal Warrants for Her Majesty the Queen, HRH T e Prince of Wales, Her Majesty T e Queen Mother and HRH T e Duke of Edinburgh simultaneously. Privately owned since December 2009, the


brand has developed coveted handbag collections, small leather goods and books made with an impressive attention to detail and only the highest quality materials. With a global and celebrity-packed client


list, Smythson has opened 10 boutiques and concessions in the UK, and a store in New York. A further base in Hong Kong will also open on 27th July 2013 with a number of exclusive in-store and online pieces. An extensive investment programme has also seen Smythson’s board of directors, including creative consultant Samantha Cameron, collaborate with the architect T omas Bartlett from London-based design studio Waldo Works on their new concept fl agship store at 40 New Bond Street. With a nod to the brand’s heritage, the stores combine airy spaces, traditional materials and modern design. Features include herringbone marble fl oors, Nile blue frame tables, a library room and iconic Book Wall. “We collaborated with Waldo Works to create a modern British aesthetic, to translate our brand vision into a three dimensional design and bring Smythson’s essence to life in physical form,” says Janowski. Samantha Cameron, Smythson’s creative


consultant, adds: “It’s about celebrating our extraordinary legacy and bringing it to life in an expression of contemporary classicism. It’s a translation of Smythson’s intrinsic identity, and the key is in the detail. T e concept of the store is not just spatial or visual, it’s a comprehensive, sensory experience.” “Smythson is a fascinating project allowing us to explore things today that have consistently inspired us in the past,” adds T omas Bartlett


from Waldo Works. “T e choices we have made at Smythson have meant each room, cabinet, and handle has been scrutinised and designed to refl ect the level of detail and quality that the customer expects. “We want it to be as beautifully organised as a


Smythson diary, but with the personality and fl air of one which is well written in. T e spaces will be elegant and airy with room to shop the exquisite product in an exquisite setting.’’


“It’s about celebrating our extraordinary legacy and bringing it to life”


In addition to the relaunch of the New Bond


Street store, Smythson has also opened a new concept store at 141-142 Sloane Street in London, relaunched its Royal Exchange and Harvey Nichols concessions, and is planning to redesign half of its fl eet by mid 2013. Janowski concludes: “We have always


considered Sloane Street to be a foremost luxury retail destination, so the move to optimise store space and positioning in the area is a natural progression and crucial strategic step for Smythson. “Beyond this, our long-term vision is to develop our presence abroad – primarily in Asia Pacifi c and Europe - where we will set our sights on identifying ideal locations and opportunities for both retail and wholesale.”


For more information on Smythson and its latest collections, please visit www.smythson.com.


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