Toteme Expands London Presence with Second Store on Sloane Street

Swedish luxury fashion label Toteme has significantly expanded its London presence with the strategic opening of a second retail location on Sloane Street in the prestigious Knightsbridge neighborhood. This new store joins the brand's existing flagship on Mount Street, creating a dual-location strategy that covers both London's West End and the key Knightsbridge/Chelsea luxury shopping districts.

Strategic Retail Expansion

The opening of the Sloane Street location represents a calculated move by Toteme to strengthen its position in one of Europe's most important luxury markets. According to FashionNetwork.com, this expansion allows the brand to maximize sales opportunities by catering to both affluent international tourists and discerning London residents across two distinct luxury shopping neighborhoods. The dual-store approach provides comprehensive coverage of London's luxury retail landscape.

Design Philosophy and Atmosphere

Co-founder Karl Lindman describes the Sloane Street location as offering "a more intimate take on Toteme in London" compared to the Mount Street flagship. Where the flagship emphasizes presence, the new store focuses on closeness and intimacy, creating what the brand calls an "intimate neighbourhood store" experience. This differentiation in retail approach allows Toteme to offer varied shopping experiences within the same city.

Architectural and Interior Details

The 75 sq m single-storey space showcases a sophisticated design that thoughtfully blends British and Swedish design traditions. The exterior features a distinctive red façade and brass signage that introduces what the brand describes as "a distinct London expression of Toteme's visual language." Inside, the monochrome palette creates a refined yet warm environment with white painted wood floors, walls, and ceilings contrasting against high-gloss black wooden tables and cabinets.

The interior design incorporates decorative cornices and heavy wool curtains by Italian textile house Dedar, which divide the space into intimate rooms that balance expressive detail with quiet restraint. Aged brass accents throughout the space—from rails and mirrors to light fixtures—add warmth to the monochromatic scheme, while custom lighting by Besselink & Jones and Hector Finch underscores the dialogue between Swedish art and British craftsmanship.

Product Offering and Experience

The new Sloane Street location carries Toteme's complete collection, including ready-to-wear, bags, shoes, accessories, and jewellery. The store layout begins with a large front room showcasing leather goods and ready-to-wear, moves to a central space dedicated to jewellery, and concludes with a lounge area for shoes furnished with Billy Baldwin slipper chairs in fabrics by Christopher Farr. This carefully considered layout enhances the intimate shopping experience that defines the location.

The addition of artistic elements, including a monumental vase by Danish ceramist Per Weiss and black-and-white photographs by Swedish photographer Dawid, reinforces the Scandinavian aesthetic while creating a unique atmosphere that distinguishes the Sloane Street location from its Mount Street counterpart.

Market Positioning and Future Implications

This expansion comes at a time when luxury brands are carefully considering their physical retail strategies in key global cities. By establishing presence in both West End and Knightsbridge, Toteme demonstrates a sophisticated understanding of London's luxury retail geography and customer behavior patterns. The brand's ability to create distinct retail experiences within the same city showcases its commitment to nuanced customer engagement and brand storytelling through physical spaces.

The successful execution of this dual-store strategy positions Toteme for continued growth in the competitive London luxury market, while setting a precedent for how contemporary luxury brands can approach multi-location retail in global cities without diluting brand identity or customer experience quality.