Feb 20, 2017
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Joseph Cheaney opens statement store in Covent Garden

Feb 20, 2017

British heritage footwear brand Joseph Cheaney has opened a new store on Henrietta Street in Covent Garden, making it the fifth in the capital.

The new store sells both men's and women's footwear - Photo: Joseph Cheaney

The 50 sq m store, designed by Checkland Kindleysides, highlights the brand’s 130 years heritage of artist craftsmanship with ‘drawing board’ displays showcasing hero products and a depiction of the shoemaker’s tools.

The boards also give customers examples of the decorative broguing, gimping, sole and heal patterns.

Sitting alongside independent brands and relaxed restaurants and bars, the new store benefits from Henrietta Street’s reputation as a unique shopping hub. The street plays host to a community of like-minded retailers and draws an eclectic range of shoppers due to its central location.

With high ceilings and large sash windows, Joseph Cheaney’s new shop complements the elegance of the Grade II listed interior with a pared back concept.

Drawing boards featuring the silhouettes of shoe making tools and an assortment of burnished Cheaney leathersare used to highlight the craftsmanship behind the brand - Photo: Joseph Cheaney

The front of the store provides a gallery for the footwear collections, available both for men and women, while a lounge area towards the back of the store offers a space for customers to be fitted with their shoes.

A polishing station sits in the window bay, and customers are also offered a refurbishment service.

A portrait of Joseph Cheaney looks out from the wall of the fitting area - Photo: Joseph Cheaney

“The store is a contemporary interpretation of our craftsmanship and heritage, championing our skills and values through innovative displays and beautiful detailing. In Henrietta Street we have a statement store not only for Cheaney, but for footwear retailing,” commented brand joint MD William Church.

The footwear brand was founded in Desborough, Northamptonshire in 1886. It currently has five stores in London, on Jermyn Street, Lime Street, Bow Lane, Henrietta Street and in Spitalfields, and two further stores in Cambridge and Leeds.

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