Swedish fashion house TOTEME has opened its second London store, located on Sloane Street in the heart of Knightsbridge. Following the establishment of its Mount Street flagship, the new store marks an expansion of TOTEME’s presence in the capital, serving both the West London community and international visitors.
The 75 square metre, single storey site has been designed as a neighbourhood store, drawing from both British and Swedish design principles to create a refined yet approachable space. The red façade and brass signage offer a localised interpretation of the brand’s visual identity, opening into a black and white interior where heritage elements are reimagined through contemporary craftsmanship.
Inside, the store features white painted wood flooring, walls and ceilings, contrasted by high gloss black wood tables and cabinets. The layout is softened by decorative cornices and heavy wool curtains by Italian textile house Dedar, which divide the space into distinct rooms. These design features aim to strike a balance between detail and restraint. Aged brass fixtures, including mirrors, rails and lighting, contribute warmth to the otherwise monochromatic setting.
Further elements include a monumental vase by Danish ceramist Per Weiss and black and white photography by Swedish artist Dawid, adding a Scandinavian touch to the space. The store is arranged in three sections: a front room showcasing leather goods and ready to wear, a central area for jewellery, and a rear lounge for shoes, complete with Billy Baldwin slipper chairs upholstered in fabrics by Christopher Farr. Custom lighting from Besselink & Jones and Hector Finch adds handmade character, underscoring the fusion of British craftsmanship and Swedish design.
The Sloane Street location carries the full TOTEME collection, encompassing ready to wear, bags, shoes, accessories and jewellery.
“Where our London flagship on Mount Street is about presence, Sloane Street is about closeness. It’s a more intimate take on TOTEME in London. A place to experience the brand in a quieter way,” said Karl Lindman, Co-Founder of TOTEME.
