On October 16th 2025, Swedish fashion house TOTEME opened its second London store on Sloane Street in the heart of Knightsbridge. Following the Mount Street flagship, the new address extends TOTEME’s presence in the city, catering to both West London’s international visitors and its local community.
Designed as an intimate neighborhood store, the 75-square-meter, single-storey space draws on both British and Swedish design traditions to create a refined yet warm environment. The exterior’s red façade and brass signage introduce a distinct London expression of TOTEME’s visual language, opening into a black-and-white interior where heritage details are reinterpreted through modern craftsmanship.
Inside, white painted wood floors, walls, and ceilings are contrasted with high-gloss black wooden tables and cabinets. Decorative cornices and heavy wool curtains by Italian textile house Dedar divide the space into intimate rooms that balance expressive detail with quiet restraint. Aged brass accents, from rails and mirrors to light fixtures, add warmth to the monochrome palette. A monumental vase by Danish ceramist Per Weiss and black-and-white photographs by renowned Swedish photographer Dawid introduce a Scandinavian presence.
The store unfolds in three parts: an expansive front room showcasing leather goods and ready-to-wear, a central space with jewelry, and a lounge dedicated to shoes, furnished with Billy Baldwin slipper chairs in fabrics by Christopher Farr. Custom lighting by Besselink & Jones and Hector Finch punctuates the atmosphere with handmade character, underscoring the dialogue between Swedish art and British craftsmanship.
The Sloane Street store carries the full TOTEME collection, from ready-to-wear and bags to shoes, accessories, and jewelry.
“Where our London flagship on Mount Street is about presence, Sloane Street is about closeness. It’s a more intimate take on TOTEME in London. A place to experience the brand in a quieter way,” said Karl Lindman, co-founder, TOTEME.
