Paul & Shark opens major flagship on London’s Regent Street

In a further sign of London’s international appeal, Paul&Shark opened its new flagship store at 233 Regent Street on Monday.

The international label’s arrival in the heart of London is only the latest major opening from a number of key global brands that underline the city’s — and the UK’s — ongoing importance as a retail market, despite setbacks like Brexit, the axeing of tax-free shopping for tourists and the cost-of-living crisis. 

But it’s also part of a global expansion plan, with the brand opening multiple stores around the world. This includes five new locations in China, two in India, in Egypt, Iraq, and Ukraine scheduled for the near future. 

The company said the new store is “a truly authentic space representative of the brand’s DNA, where total harmony is created between tradition and innovation, nature and man”.

The new store covers 240 sq m across two floors, “characterised by decorative boiserie and light boxes throughout”. It also features large front-facing windows.

There’s tech inside the store too, but it’s blended with other design features and services so it feels modern without overwhelming visitors in a tech-centric hub. 

For instance, the flagship hosts a lounge area on the ground floor, with a large LED back wall. A large mirror wall next to the staircase creates scenographic effects of a waterfall, then customers are welcomed onto the first floor by an LED wall positioned on the first landing. And a highlight of the new store is a customisation area featuring an embroidery machine where customers can personalise their own Paul&Shark products. 

And there’s a focus on sustainability. The company said over 80% of the materials used in the store were recycled and made using fabrics derived from production waste. 

CEO Andrea Dini said the opening “marks another important step for the brand, it’s an operation I strongly believe in, both from a commercial and image point of view. 

“After careful consideration we managed to find a prestigious location in the heart of the shopping district, a space which [is] a skilful balance between heritage and innovation, keeping our core value in mind: sustainability.

“For us Londra, and the whole of the UK, is a key market that we are investing in and we will keep investing in, both from a communication and commercial perspective.” 

Earlier this month, the company unveiled its latest ad campaign with A Father and Son Tale featuring actor Pierce Brosnan and his son Paris.

It was the second chapter of the storytelling “of a father and son sharing a leisurely journey in which they rediscover their meaningful and deep connection, based on similar values and emotions”.

The company said the actor should resonate in all 143 of the countries in which Paul&Shark is sold. And it’s clearly particularly good timing to coincide with the store opening given Brosnan’s high profile in the UK.