Hill and Friends to lead repositioning of South Molton St

By

Barbara Santamaria

Published
Sep 14, 2017

Independent luxury retailer Hill and Friends has signed up to open its first global store on South Molton St, kicking off the retail rebirth of the Central London destination.

Located just off Oxford Street and a few steps from Bond Street, South Molton St is poised for a comeback with real estate company Grosvenor saying more independent, luxury brand signings will be announced this autumn.

For Hill and Friends, the South Molton St store will be its first physical location. The start-up fashion brand founded by Emma Hill and Georgia Fendley in 2015 is currently stocked in major department stores and boutiques such as Harrods, Selfridges, Fenwick and Barney’s.

“I have always loved South Molton Street, growing up it was a fashion mecca, home to the bravest, coolest independent fashion brands,” said Hill and Friends creative director Emma Hill.

“I love that the street is pedestrianized, in the heart of the West End and has a neighbourhood feel. It’s anchored at one end by one of my all-time favourite stores, Browns. As soon as I saw the space it felt like home, the perfect place to share our gorgeous bags and crazy ideas with the amazing women who shop with us.”

A favourite with fashion insiders, the brand produces well-crafted functional bags, each finished with a postman's lock fastening in the shape of a winking face.

“The opening of Hill and Friends spells the start of a new and exciting era for South Molton Street – a long-standing London favourite. For this cutting-edge, globally-recognised brand to choose South Molton Street for its first physical store demonstrates Mayfair’s appeal and its ability to adapt and flourish in the face of change,” said Grosvenor retail director Joanna Lea.

As stated in its recently-published 20 year report, the company aims to make its estate in Mayfair and Belgravia more active, open and integrated. It has a total of 17 units on South Molton St and said demand for units in the reinvigorated area is growing.