Located on Regent Street St James’s, in the heart of St James’s, the new flagship will be opening in the early autumn of 2022, creating a unique experience, where customers can have an ‘factory tour’ showcasing the quality of materials, attend in-store talks about how to sleep sounder, and have a ‘sleep fitting’ session to tailor their mattress to suit their needs.
The 394 meter squared space will display the brand’s diverse product portfolio from the Original, Classic and Luxe collections, as well as its latest products. Fusing traditional craftsmanship with modern technology, each floor will focus on demonstrating Vispring’s expertise in handmaking beds for over 120 years.
Vispring has grown into a global bed brand, with retailers in over 50 countries including Europe, China and USA. The opening of the new London flagship showroom will demonstrate the brand’s strong positioning, as well as support Vispring’s international retail partners.
This opening follows a number of other great names, recently opened or looking to open this summer, including; UNIQLO and Theory’s first joint store in Europe, Marc Jacobs, Aesop, Casa do Frango and The Starman, from Barworks.
Commenting on the opening of the new Vispring showroom, Jim Gerety, Managing Director of Vispring says: “As London emerges from the height of the pandemic, there is no better time for us to open our new flagship showroom in the centre of London, which will underpin and showcase Vispring’s luxury bed offering, unparalleled quality and commitment to craftsmanship to a global audience.”
Leanne Catterall, Customer Partnership Director for London and Regional at The Crown Estate, said: “This is a great new concept, which showcases retail’s evolution to becoming more experientially focussed, with our visitors increasingly looking for broader benefits of physical experiences in our destinations.
“With this announcement, we will have Ikea on Regent Street and Vispring in St James’s. These are parallel lifestyle, homeware stores that are able to complement each other, and provide that much needed variety for residents, shoppers and workers.
“It is testament to the special destination that St James’s continues to be, that Vispring has chosen this location for its first standalone store globally.”
Sasha Riddle, director in Colliers’ Central London Retail team, who represented The Crown Estate said: “We are continuing to see the importance of physical bricks and mortar retail spaces for brands. This first global venture for Vispring will be combining heritage and craftsmanship with experiential retail. This is a significant letting that will also embrace consumers’ heightened value of wellness and thirst for knowledge about the brands and products that they are engaging with.”