Toteme Opens Intimate Sloane Street Store for a Closer London Experience
High-end Swedish fashion label Toteme has significantly expanded its London presence with the opening of a second store on Sloane Street. This new Knightsbridge/Chelsea location complements its existing flagship on Mount Street in the West End, strategically positioning the brand to cater to both affluent international tourists and discerning London residents. While the Mount Street store embodies a grander brand presence, the Sloane Street debut introduces a distinctly different and more intimate retail experience for the label.
Conceived as an "intimate neighbourhood store," the 75-square-meter, single-storey space at Sloane Street has been meticulously designed to foster a refined yet warm environment. It expertly blends traditional British and Swedish design aesthetics, offering Toteme's comprehensive collection, spanning ready-to-wear, bags, shoes, accessories, and jewellery, to its clientele in a more personal setting.
The interior layout guides visitors through a curated journey. The large front room prominently showcases the brand's exquisite leather goods and ready-to-wear pieces. This transitions into a central space dedicated to jewellery, before culminating in a comfortable lounge area specifically for shoes. The lounge is thoughtfully furnished with iconic Billy Baldwin slipper chairs, upholstered in luxurious fabrics by Christopher Farr, adding a touch of classic sophistication.
Co-founder Karl Lindman articulated the distinct philosophy behind the new store, explaining, “Where our London flagship on Mount Street is about presence, Sloane Street is about closeness. It’s a more intimate take on Toteme in London. A place to experience the brand in a quieter way.” This vision underpins every design choice, aiming to create a serene and personal encounter with the Toteme aesthetic.
This concept is immediately evident from the store's exterior, where a striking red façade and elegant brass signage introduce a unique London expression of Toteme’s visual identity. Upon entering, guests are enveloped in a sophisticated black-and-white interior. Here, heritage architectural details are artfully reinterpreted through modern craftsmanship, creating a space that feels both timeless and contemporary. White painted wood floors, walls, and ceilings establish a bright, expansive backdrop, starkly contrasted by high-gloss black wooden tables and cabinets that provide striking visual anchors.
To cultivate the desired intimacy, decorative cornices and heavy wool curtains from Italian textile house Dedar are strategically employed, dividing the space into "intimate rooms." These divisions masterfully balance expressive detail with a sense of quiet restraint. Adding warmth to the predominantly monochrome palette are aged brass accents, found in everything from clothing rails and mirrors to bespoke light fixtures, which imbue the space with a subtle, inviting glow.
Further enhancing the store's unique character and reinforcing its cross-cultural dialogue, Scandinavian art pieces are carefully integrated. A monumental vase by Danish ceramist Per Weiss and black-and-white photographs by acclaimed Swedish photographer Dawid introduce an authentic Nordic presence. Custom lighting fixtures, crafted by British specialists Besselink & Jones and Hector Finch, punctuate the atmosphere with their handmade character, eloquently underscoring the ongoing conversation between refined Swedish artistry and exquisite British craftsmanship.
