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Sandra Halliday Published
June 30, 2025
Dior has opened a new and bigger store on key London shopping thoroughfare Sloane Street. The luxury label’s new location on Knightsbridge’s premier luxury shopping street — the equivalent to the West End’s Bond Street in terms of the labels there and the kind of visitors it attracts -- carries the womenswear collections by Maria Grazia Chiuri, as well as Dior Joaillerie pieces created by Victoire de Castellane, and for the first time on Sloane street, the Kim Jones menswear offer.
The LVMH-owned label had already been on Sloane Street but has moved to a new 9,000 sq ft unit that sees it doubling its space compared to its previous store.
The façade is a reinvention of Dior’s essential cannage motif “in an interplay of light and transparency”.
Inside, it’s spread over three floors with the decor reinterpreting that of the emblematic 30 Montaigne flagship in Paris.
Dominated by shades of white, cream and natural tones, the space also features “Dior fundamentals”, such as Versailles parquet, toile de Jouy and cannage, "here realised in a unique mirror motif on the staircase”.
And the company said that “as an ultimate surprise, works by British artists such as Victoria Morton, Peter Seal and Selma Parlour, among others, punctuate the atmosphere, while the furniture celebrates the great names of international design, including Christophe Delcourt, Patricia Urquiola and VonneGut/Kraft”.
The new store comes as Sloane street’s delayed refurbishment programme has kicked off with a £46 million spend in a partnership between landlord/developer Caodgan and the local authority, the Royal Borough of Kensington and Chelsea.
It will even more firmly establish the street on London’s luxury map and a number of announcements have already been made regarding new and expanding tenants.
For instance, Valentino will also be upgrading to a large townhouse next year, and Dior’s LVMH portfolio-mate Louis Vuitton is adding more store space too.