Danish brand opens second UK location as part of expansion plan.
Luxury shopping destination, The Royal Exchange, has announced the opening of a Georg Jensen boutique – marking the Danish brand’s second retail presence in the UK market.
With more than 30 boutiques, The Royal Exchange has developed a reputation for providing a wealth of luxury retailers curated especially for the discerning shopper in The City.
The new Georg Jensen boutique will open within the central courtyard of The Royal Exchange and will complement the brand’s Mayfair flagship store.
Georg Jensen regional president Steve Amstutz, commented: “We are delighted to announce the opening of our boutique in The Royal Exchange located in the heart of the City. The new store is the first of the three store openings in London this year and is part of the brand’s redeployment strategy planned for the UK.
“The new store will allow us to cater for Georg Jensen devotees in the City with a tailored product mix, which will include silver and gold jewellery, the Swiss made mechanical Koppel watch range and silver gift collections. Writing instruments and small leather goods will also be launching this autumn.”
As part of Georg Jensen’s new “multifaceted retail strategy” it will also open a boutique Westfield London’s luxury retail hub in the spring.
In Selfridges, the Georg Jensen concession has moved to the Wonder Room, while a new silverware concession will launch this summer in Harrods, doubling the company’s UK retail footprint to over 3,000 ft².
Collaborations with renowned industrial designer Marc Newson CBE and acclaimed jewellery designer Jordan Askill will also contribute to re-establishing the brand under a unified and design-driven global vision in autumn 2015. Askill has been commissioned to produce an original jewellery line, as his aesthetic is said to “echo that of Vivianna Torun – one of Georg Jensen’s most prolific collaborators in the 1970s”.