Smeg and ASSOS become first brands to sign up to St James’s Market

Leading Italian design and lifestyle brand, Smeg, and iconic Swiss cycling apparel brand, ASSOS, have concluded deals to open international flagship stores at The Crown Estate and Oxford Properties’ £450m St James’s Market redevelopment in the heart of this historic part of London.


10 January 2016

Smeg fridge
Riders on ASSOS
St James's Market CGI
  • Smeg’s store will be an entirely new retail concept for the brand, as well as a global flagship store alongside its new opening in Milan. ASSOS’ store will be the brand’s first flagship store outside Switzerland; both will open in summer 2016 in what will be the core West End of London’s newest retail, dining and business destination.
  • Smeg and ASSOS are the first brands to be announced for St James’s Market, which is a redevelopment of two blocks between Regent Street St James’s and Haymarket to create five flagship stores, seven high quality restaurants, 210,000 ft2 of new office accommodation and a new public square.
  • Future announcements of new industry leading fashion and lifestyle retailers, as well as restaurateurs, coming to St James’s Market will be made over coming weeks. Earlier this month, global private equity firm, Carlyle Group, secured nearly 30% of the redevelopment’s new office space in a landmark West End office transaction.

Anthea Harries, Portfolio Manager for St James’s at The Crown Estate said: “London’s success depends on projects like St James’s Market, which is re-establishing an historic part of the West End into an exciting new destination for world class shopping and dining, brought to life through world class brands, revitalised public spaces and a unique blend of historic and modern architecture.” 

London’s success depends on projects like St James’s Market, which is re-establishing an historic part of the West End into an exciting new destination”

Anthea Harries, The Crown Estate

Chris Carter Keall, Vice President and Head of Asset Management at Oxford Properties added: “We are delighted that we will be welcoming Smeg and ASSOS to St James’s Market. With new arrivals like these, showcasing innovation and a lifestyle focus, coupled with our long-term partnership with The Crown Estate, we have a tremendous asset with great occupiers.”

Vittorio Bertazzoni, CEO, Smeg, said: “We are delighted to be partnering with The Crown Estate on the St James’ project, a prestigious property in an iconic area of London. Smeg is committed to investing in a programme of carefully selected stores around the world, from New York to Sydney, Moscow to Milan. Thanks to its location nestled between historic landmarks St James, a premium world class destination, is the perfect choice to welcome our UK flagship store which will thrive in such elegant and distinctive architectural surroundings, mirroring very much the family values of Smeg.”

Roche Maier, Createur at ASSOS, said: “St James’s reputation for high quality, bespokecraftsmanship fits perfectly with our core values. We’re excited to be opening at St James’s Market our UK flagship store that we call manga.Yio.”

Phil Duff, CEO of ASSOS, said “We look forward to being able to welcome all those who embrace cycling in its purest form to this revitalised part of the London’s West End, it will be a unique experience.”

St James’s Market forms part of The Crown Estate's investment in the St James’s portfolio, which incorporates around 50% of the real estate in the area.We have been investing £500m in the portfolio since 2010 to upgrade the retail and restaurant offer, build on the area’s success as an office destination and improve its public spaces.