American ready-to-wear brand, Veronica Beard announces the opening of their newest stand-alone retail location in Chelsea, London. Joining Sloane Square’s array of premier luxury retail stores, Veronica Beard will add its distinctively cool, classic, and chic ready-to-wear, denim, handbag and shoe collections to this elegant and vibrant neighbourhood.
The Sloane Square boutique embraces a classic English style in its architectural details and décor, while mixing contemporary brass and marble elements. The aim was to honour the building’s historic aesthetic while seamlessly incorporating elements that reflect Veronica Beard’s brand identity. To transform the space, curved corners and brass detailing were added to the floor to frame the herringbone pattern. The interiors of the space are a mix of white and cream grass cloths for added texture. In keeping with the Veronica Beard aesthetic, antique wood tables are mixed with modern brass tables from the 1970’s.
Upholstered chairs are covered in a custom block-print handmade in India. Curtains take a nod from traditional English floral in printed linen by Guy Goodfellow. Art pieces include a curated mix of timeless floral prints and contemporary abstract works by local artists, adding individuality to each space.
“Every Veronica Beard location is designed to feel like you’ve walked into our living room. Each item is individually sourced and hand-chosen to delight the customer and reflect the new space. We are so excited to meet our Sloane Square customer where she is,” said Veronica Swanson Beard.
“We’re thrilled to open our doors here and offer our Sloane Square customer a truly layered shopping experience!” said Veronica Miele Beard.
“The beautiful Veronica Beard boutique will be a welcome addition to the neighbourhood, appealing to Chelsea’s loyal customer base with their timeless tailoring with a twist. It joins other recent fashion and design signings such as The Conran Shop, FARM Rio, Trinny London and APC in addition to exciting new food and hospitality – all contributing to create a special community here that appeals equally to local residents and international visitors,” said James Stoll, Asset Management Director at Cadogan.
The Sloane Square location is the 2nd retail store in the UK for Veronica Beard. The boutique will carry a full product offering including their cult classics collection: the dickey jacket, scuba suiting and denim, as well as outerwear, dresses, jeans, tops, skirts, footwear, handbags and more.
Veronica Beard will be located at 2 Symons Street, London SW3 2TJK.
