Matchesfashion to Open Luxury Retail Concept in Mayfair

By Paul Joseph

London-based luxury fashion retailer may have a distinctly digital-sounding name, but the company is rapidly building on its presence in the physical world.

Already owning and operating via five London stores, the company has now announced it is to open a lavish new retail space in the heart of London’s well-heeled Mayfair district.

Located within a beautiful townhouse at 5 Carlos Place, and spread over a grand total of 5,000 square feet, the building will be home to a two-floor retail store along with a number of private shopping suites for clients. It will also play host to regular events.

Speaking to the Business of Fashion website, the company's executive chairman Tom Chapman elaborated on the concept’s ambitions to merge physical and digital shopping experiences.

We’re creating a space where nothing is fixed," he said. "So [when] we’re talking about event dressing, all of Carlos Place will be turned into event dressing. We’re talking about vacation, we’ll turn it all into vacation ... It’ll be constantly changing and evolving.

"For me, [retail is] about experience and connection, not about racks and racks of clothes," he continued. "Retail stores shouldn’t be about that anymore. It should be about curation."

The property will be the company's sixth London outpost, adding to its four retail stores and a private shopping townhouse in Marylebone.

The outpost will also be a permanent home for's "In Residence" events, with a year-round calendar of trunk shows, installations, live-streamed talks and designer dinners.

Founded by Ruth and Tom Chapman in 1987, offers the work of more than 400 high-end designers, including Gucci, Saint Laurent, Alexander McQueen, Burberry and Lanvin.

By Paul Joseph