Fashion brand Core Spirit picks London for first store

The menswear and womenswear brand, aimed at 20- to 35-year-olds, is currently sold online, and in top-end boutiques and department stores in more than 20 countries. The brand, which counts Bruce Willis and Dizzee Rascal among its celebrity fans, said it offers affordable “mass market luxury”.

Core Spirit said its 10-year strategy is to open shops in Paris, New York, Milan, Tokyo, Moscow, St Petersburg, Los Angeles, Oslo, Miami and Geneva.

It is also considering concessions within major department stores in the UK and Ireland, according to managing director Nelli Mackenzie. She added that Core Spirit was also considering opening mini boutiques within nightclubs to target its “party people” core customer base.

The brand also has plans for sub-collections including sunglasses, footwear, luggage, kidswear and perfume.

Core Spirit, which manufactures all of its clothes in Italy to give a “meaningful quality edge over competitors”, has committed to a 10-year lease at 105 New Bond Street.

The shop covers ground and basement floors over 4,560 sq ft and has been occupied by a handful of retailers on temporary leases in the past 12 to 18 months. Core Spirit will back the store opening with a digital marketing campaign.

Property agents Cushman & Wakefield and CB Richard Ellis acted on behalf of the landlord. Core Spirit was advised by Michael Berg & Partners.