Chelsea estate signs new interior design retailers

Chelsea estate Sloane Stanley has announced the latest design brands bringing their offer to the London district.

Trading successfully despite the challenges retail has faced due to Covid-19 restrictions, the brands reflect demand for interior design-focused brands as people invest in their homes, says Sloane Stanley.

This includes international contemporary lighting brand and wholesaler, Gong, opening its first retail pop-up concept at 336 King’s Road to coincide with the end of lockdown, and Antique Modern Mix, opening a showroom pop-up at 366-368 King’s Road, which has performed well since August.

Founded 21 years ago, Gong started as a retail brand on Portobello Road and Fulham Road, but moved to specialise in wholesale within the decoration industry. Deciding to build upon these retail foundations, the business has taken the investment for trade shows that were cancelled due to Covid-19 to open a retail store, showcasing new collections (like the one pictured) and offering discounts on discontinued stock. Targeting the Chelsea community, the store will be the retail addition to the brand’s wholesale portfolio, which also includes a Maida Vale studio.

Mid 20th-century furniture and period antiques specialist, Antique Modern Mix, has been trading continuously in a pop-up-focused showroom since August. The family-run business has embraced a flexible approach to retailing, weathering the changing restrictions, and establishing an online presence selling via its website and on platforms such as Etsy, 1st Dibs and Vinterior. 

Hannah Grievson, property director at Sloane Stanley, says: “As the nation has spent more time at home this year than ever before, people are keen to invest in their spaces, and being a leading art and design neighbourhood, we have an engaged audience eager to discover the latest interior styles.

“Since before the pandemic hit we have been working with innovative brands, embracing flexible leases and pop-ups, allowing the estate to be agile and respond in real-time to community demand and trends. This demand has attracted relevant brands such as Gong and Antique Modern Mix, who unsurprisingly have been performing successfully within the estate despite the challenges Covid-19 has brought to retail. We look forward to their continuing success and will be here to support them as they continue on their journey.”

Jo Plismy, founder of Gong, says: “There were many reasons for us opening a pop-up this year, but one which really resonated with me was the chance to interact with people and clients again. The Chelsea sense of community is unrivalled, it is full of independent businesses that are supportive of each other and an audience that is engaged in what we offer. The pandemic has been difficult for lots of people, but for us it is an opportunity to reconnect with the retail world in a new and very exciting location that broadens our horizons as well.”

Charlotte Skye, MD of Antique Modern Mix, adds: “When the opportunity came up to open a pop-up on the King’s Road we did not hesitate. It takes time to select the right location – we have been able to test our concept effectively and affordably considering our business plan and future-proofing, which is especially important as an independent brand in the current climate. We are thrilled to be trading so successfully, and amongst so many well-known and innovative brands in Chelsea. It is an area which is so rich and diverse in art and design, and the ideal place from which we can grow our customer base.”

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