Royal London Asset Management Property has secured Acne Studios, the Swedish luxury fashion house, for the prominent corner store at its landmark Mayfair Quarter scheme on New Bond Street, taking approximately 5,800 sq ft.
The Acne Studios deal builds on momentum at Mayfair Quarter, following lettings at 111/117 New Bond Street and 128–129 New Bond Street. These transactions demonstrate sustained demand from international luxury brands and highlight Royal London Asset Management Property’s role in shaping the future of Bond Street.
The brand will take a prime corner position at the junction of New Bond Street and Brook Street, adding a distinctive luxury fashion offer that complements the existing retail line-up and enhances the appeal of the area. Acne Studios is renowned for its design-led retail concept, with distinctive store environments forming a core part of its brand identity. Alongside this, the brand continues to grow globally with recent openings in Paris, Beijing, Tokyo and Bangkok.
The store is situated in part of Royal London Asset Management Property’s wider Mayfair Quarter redevelopment – a 1.3-acre mixed-use scheme bounded by New Bond Street, Brook Street and Avery Row. The project will deliver new public realm, improved pedestrian routes, enhanced green space and upgraded retail and leisure facilities, highlighting Royal London Asset Management Property’s strategy to enhance the quality and accessibility of this prime West End location.
Moira Hamilton, senior asset manager at Royal London Asset Management Property, said: “We are thrilled to welcome Acne Studios to Mayfair Quarter. This flagship is an important addition to Bond Street and follows recent lettings to Peter Millar and Dunhill. These brands strengthen our ambition to create a destination where visitors can experience leading luxury names in one place.
Acne Studios’ experiential approach to retail aligns perfectly with Royal London Asset Management Property’s vision to create a world-class destination that blends heritage with modern luxury. Securing Acne Studios for this prominent corner unit reflects our approach to curating a diverse mix of international retailers that complements the character of Mayfair.”
Anthony Selwyn, co-head of Global Retail at Savills, comments: “This part of Bond Street is set to evolve dramatically in terms of brand profile, much like the transformation seen between Grosvenor and Bruton Street. Acne Studios represents a landmark brand that will help drive and accelerate this change, reinforcing Bond Street’s position as one of the world’s leading luxury destinations.”
Demonstrating its long-term stake in Mayfair, the investor has worked in partnership with Westminster Council and Someday Studios, on innovative retail activations such as the ‘Meanwhile On’ project. These initiatives have brought contemporary brands and experiences to Brook Street, including vintage designer pop-up Known Source.
Retail forms an important component of Royal London Asset Management Property’s portfolio, exemplified by the investor’s 50% purchase of the centre: mk shopping centre in Milton Keynes, in November 2024.
Royal London Asset Management Property was advised by Savills and Colliers. Acne Studios was advised by Leslie Perkins.
