Russell & Bromley has opened the doors to its latest store located inside the Canada Place Mall, Canary Wharf. 

The new 1,300 sq ft space, which opened on March 2, showcases “the brand’s extensive collection of fashion-forward, luxury women’s and men’s footwear and handbags”, and has created 10 new jobs within the footwear chain. 

The Canary Wharf store is described by the retailer as having a “boutique feel” and aims to provide a “relaxed customer experience” within a premium setting.

This furthers Russell & Bromley’s store expansion plans following the opening of a new store on Grafton Street, Dublin, last year. The footwear chain has an additional 32 stores across the UK. 

Russell & Bromley chief executive Andrew Bromley told Retail Week: “We’ve watched Canary Wharf for a long time, it feels like it has developed recently and is continuing to develop as more than just an office site, which is of course where it started. It is a great place for our customers to experience us, there is an audience here that we haven’t tapped into.

“We see the portfolio online and in store as one, our ambition is very much omnichannel. We want to look after the customer in every channel, in every way.

“The development here is bringing the creative content in store a lot more. The screens are a new arrival, and this is the first store where we’ve got the big screen at the back and some complementary screens that are able to tell more of the trends and the reason for being of our shoes rather than just laying them out in front of the customers. I think that is the big difference for this store particularly.

“The welcome is very key, the store fitting here is a build of different materials, tactile and otherwise, to create that welcome.

“We want the experience to be a memorable one when people come in store, building that relationship comes from the core of everything we are trying to do, not just the shoes.”