DeMellier celebrates the opening of its first flagship store in London, unveiling an exclusive handbag collection in a space dedicated to craftsmanship, timeless elegance and responsible luxury.
DeMellier is entering a new chapter in its history with the opening of its first flagship store in Sloane Square, London. The British handbag brand, founded by Mireia Llusia-Lindh, has unveiled a sophisticated 300-square-metre space designed in collaboration with Belgian architect Nicolas Schuybroek, bringing together contemporary architecture, exceptional craftsmanship and a distinctive vision of modern luxury.
More than a traditional boutique, the flagship has been conceived as the home of DeMellier, an intimate environment where the brand’s aesthetic identity and values become part of the shopping experience. The opening represents a significant milestone for a label that has established an international presence through its digital platform and leading luxury retailers.
“London is our home and the city where DeMellier was born, so it was very important that our first store opened here. I wanted to find a location with soul, somewhere with a strong sense of history, but also welcoming and able to connect with different generations. I lived in Chelsea for many years and felt that Sloane Square was the perfect place for our new home,” explains Mireia Llusia-Lindh.
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The interior translates this philosophy into an architectural experience defined by understated sophistication, natural materials and timeless design. Rather than adopting the conventional codes of luxury retail, Schuybroek has created a succession of residential-inspired rooms where handbags coexist with carefully selected furniture, art and decorative objects.
Oak flooring, mineral plaster walls, raw travertine shelving, linen details and glazed Italian lava stone establish a warm, tactile atmosphere. Vintage pieces by Axel Einar Hjorth, Pierre Chapo, George Nakashima and Lina Bo Bardi further reinforce the space’s distinctive character.
On the ground floor, an elegant living room welcomes visitors with books, ceramics and collectible furniture, while the lower level reveals a dining area centred around a four-metre table handcrafted from 60-year-old reclaimed wood.
“We approached the DeMellier flagship in Sloane Square less as a store than as a sequence of inhabited rooms,” explains Nicolas Schuybroek, describing an architectural concept where the collections are discovered naturally within an intimate domestic setting.
The experience also includes Craft Corner, a dedicated space showcasing the artistry behind DeMellier’s handbags. Through traditional tools, leather samples, production imagery and a fully dismantled bag, visitors can explore the techniques and meticulous attention to detail involved in creating each design.
Beyond its architectural identity, the flagship reflects the brand’s commitment to female empowerment, sustainability and social responsibility. Works by British female artists and books celebrating women in creative disciplines reinforce DeMellier’s dedication to championing female voices.
Its responsible approach extends to a lifetime repair service, the use of reclaimed materials and a commitment never to destroy unsold products. The boutique also introduces customers to A Bag, A Life, the brand’s charitable initiative supporting children through SOS Children’s Villages. With every purchase, DeMellier contributes towards life-saving vaccinations and medical treatments, having already helped fund more than 2.5 million vaccinations.
To celebrate the opening, the brand is introducing The Sloane, an exclusive new handbag family that will debut at the flagship before becoming available internationally. Defined by architectural lines, softly folded leather panels and brushed-gold hardware, the design embodies the minimalist elegance associated with DeMellier. A concealed magnetic fastening and a shoulder strap that can be tucked inside allow the bag to transform into an oversized clutch.
Available in The Sloane and The Midi Sloane, both styles are crafted from premium Italian leather sourced from Leather Working Group Gold-certified tanneries. Alongside the new collection, visitors can discover the brand’s signature designs, including The New York, The Stockholm, The Hudson and The Siena, as well as seasonal pieces and personalised shopping services.
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Already represented internationally through retailers such as Selfridges, Galeries Lafayette, Net-a-Porter, Mytheresa and Neiman Marcus, DeMellier is strengthening its global presence while maintaining the creative values that have shaped its identity.
“It is the first time our customers can truly step into our world. The flagship gives us the opportunity to meet them in person, welcome them into our home and show them a much more complete vision of who we are, from our collections and craftsmanship to the values behind the brand,” concludes Mireia Llusia-Lindh.
