Cheaney opens a flagship store on New Bond Street

Cheaney opens a flagship store on New Bond Street | The Gentleman's Journal

For more than a century, Cheaney has been the firm foundation of well-curated wardrobes across the globe thanks to its rich selection of beautifully made footwear, from well-buffed Oxfords to elegant Derbys, durable brogues to sturdy boots, all of which are underpinned by age-old techniques and hallmarks such as the coveted Goodyear-welted structure. Of late, the storied brand has made its products a little easier to access for those walking through the heart of Mayfair, as it has recently opened a flagship store on New Bond Street, a retail stretch known for hosting a selection of premium shopfronts.

“Our goal is to bring the theatre of the factory into store, allowing customers to discover our handcrafted footwear in a contemporary space that complements the rich heritage of the business,” says William Church, the joint managing director of the company.

Billed as ‘a destination for connoisseurs of timeless craftsmanship, durability, and unparalleled quality,’ the Cheaney flagship occupies a corner lot, a location that incorporates two glass walls, the result of which not only creates the impression of a gallery space, but also allows floods of natural daylight to flow into the store, highlighting the selection of superlative shoes and boots, all of which have been proudly created in England.

Within, premium fixtures made of walnut add an elegant, high-tone slant to the fit-out and beautifully frame the products, meanwhile mirrors have been considerately placed throughout in order to create a depth to the space. To underline the heritage and craft that goes into each creation, as well as the factory behind it all, there is a window display that showcases pattern cutting features, and some of the panes exhibit toe punch motifs.

For an interactive, theatric feel – and one that creates a sense of intrigue among passersby – a polishing station is positioned at the centre of the store, where staff finger polish Cheaney shoes to a mirror-like finish. The service – which comes complimentary – is also there to underline the importance of caring for your footwear.

With the cold season now drawing closer, and with summer’s pristine white sneakers not likely able to face the UK’s bitter months, you could do worse than make a beeline to Mayfair and let Cheaney help you put a firm foot forward towards autumn.