The Sloane Stanley Estate has welcomed the opening of Chinti & Parker’s first permanent store on the iconic King’s Road, following a series of successful pop-up shops. The luxury womenswear brand is known for its high-quality cashmere and vibrant designs that bring a fresh perspective to timeless styles and textures. This new addition to Chelsea’s shopping district is poised to offer a unique shopping experience for discerning customers.
The new Chinti & Parker store, located at 322 King’s Road, is situated among esteemed neighbours such as Birdie Fortescue and Love My Human Townhouse. The brand’s commitment to luxury and quality is evident in the store’s design, which features a minimalist and refined interior, allowing the colourful and textured collections to take centre stage.
Rachael Wood, Co-Founder of Chinti & Parker, expressed her enthusiasm about the brand’s new chapter: “We have experienced so much success from our pop-ups on the Sloane Stanley Estate, and it’s been great to work with a supportive and cooperative landlord that understands our needs and allows us to succeed in one of the most famous retail locations in London. This marks an important step in Chinti & Parker’s journey, and we can’t wait to continue embedding ourselves in this location and be a part of an inspiring and innovative group of tenants.”
In tandem with Chinti & Parker’s permanent establishment, the British B Corp-certified brand Aspiga, acclaimed for its commitment to sustainable and ethical fashion, has opened a larger store at 312-314 King’s Road. The new location, which spans over 1,835 sq ft, offers the brand’s acclaimed collection of dresses, tailored corduroy, Merino wool knitwear, resort wear, and handcrafted accessories, alongside a new capsule collection of menswear. This move by Aspiga underscores King’s Road’s attractiveness to high-calibre retailers and its status as a destination for sustainable fashion.
Hannah Grievson, Property Director at Sloane Stanley, commented on the strategic leasing approach: “Welcoming Chinti & Parker back to the King’s Road as a permanent tenant demonstrates just how successful our ‘on-demand’ leasing strategy is. By trying out the location and testing the waters with a series of pop-ups and growing its appeal to the wider demographic and community, we’ve been able to convert this into a permanent store. We always want to collaborate, enabling brands to trade on one of the most established areas of London and experience the compelling proposition, and Chinti & Parker is evidence that smaller, independent brands can achieve ongoing success here, and we very much share the same vision for Aspiga, who will no doubt thrive in this location.”
Adding to the King’s Road’s allure, Il Porticciolo, a new luxury childrenswear boutique, has opened at 253 King’s Road, and Townhouse, a bespoke nail care brand and salon, is now at 261 King’s Road.
Chinti & Parker and Aspiga’s direct dealings, alongside representation by Miles Commercial and Levy’s Real Estate for the Sloane Stanley Estate, have facilitated these significant openings.
