2019 has been a busy year for iconic British heritage brand Belstaff with big changes made to a handful of their biggest stores, but the biggest development from the much-loved clothing company has been the opening of the new flagship store on London’s historic and charming Regent Street and it is certainly a store that is worth a visit.

A New Home
The 2,077 square-foot flagship store is within a stunning Grade II listed building on this iconic London street with many famous independent shops, long-established stores and award-winning restaurants. The new Belstaff store is much more than a shop, however, as the brand is looking to turn this into a social space and community-hub teaming up with the surrounding stores.

A New Era
This is all part of Belstaff’s community-first retail concept and will present a new era from the near 100-year-old brand. According to Belstaff, the new Regent Street store will be “a place for discovery, shopping and entertainment”. Chief executive officer Helen Wright went into more detail on their new approach:

“With our new vision for store design and a community-building focus, we felt it was time for a move. The store environment is part of a holistic approach to revitalising this great British heritage brand. It is a customer-first approach to ensure our stores are inclusive, approachable and inspiring spaces for our community.”

Community-First
The store will host a series of ongoing curated events with special guests, screenings, panel discussions and podcast records. It will also be a space where people can come to relax and socialise with barista coffee available or even a freshly made G&T at the in-store bar. This will turn the space into a lively, social and cultural hub and a good spot for chilling out on one of London’s most famous streets which attracts over 50 million shoppers each year.

Collections
Of course, the new Belstaff flagship store will also be the best place to come in and see Belstaff’s newest collections and their iconic garments, such as the always popular leather jackets. The store will also offer visitors a hand-waxing service on the ground floor along with “How to Care” classes where you can learn how to re-wax and repair your old jackets. Veronica Jerkovic is at the helm of this exciting new venture as the general manager for Belstaff’s London stores.

The historic, alluring and popular Regent Street is the perfect home for Belstaff’s new flagship store and the start of an exciting new chapter in this much-loved brand’s history. The shop will be a community-first space and somewhere that anyone with an interest in fashion will enjoy spending time, as well as a fantastic store and a place to buy Belstaff’s iconic and new collections.