DeMellier’s First Standalone Store Is Planned for 34–37 Sloane Square in Autumn 2026

DeMellier, the London handbag label founded by Mireia Llusia-Lindh, plans to open its first standalone store this autumn. Cadogan’s autumn retail announcement places the shop at 34–37 Sloane Square in Chelsea. Until now, the brand has built its presence through its e-commerce site and high-end stockists.

The move shifts the business from selling through other retailers to running a space under its own name. Cadogan and Retail Boss both give autumn 2026 as the timing. No opening date, store size, rent or funding has been announced.

From Stockists and a Showcase to a Store Under Its Own Name

Retail Boss reports that DeMellier sells through its e-commerce site and through high-end stockists, including Selfridges, Nordstrom and Le Bon Marché. Tatler Asia reports that Llusia-Lindh launched the business in 2010 as Milli Millu and renamed it DeMellier in 2017.

Retail Boss also says the brand’s first physical presence was a showcase at Le Bon Marché. The two accounts differ on where the brand’s physical retail began: Cadogan calls the Sloane Square site its first physical store, while Retail Boss places an earlier showcase at Le Bon Marché. Retail Boss lists Le Bon Marché as both a stockist and the site of that showcase.

Retail Boss reports that the London store will be the first fully under DeMellier’s own banner, giving the brand control over assortment, visual merchandising and the in-store experience. A standalone store moves DeMellier from other retailers’ floors to a shopfront the brand runs itself.

The Address on Record
Cadogan gives the DeMellier store address as 34–37 Sloane Square, Chelsea, next to Martino’s restaurant. Its opening is planned for autumn 2026, according to Cadogan and Retail Boss.

Sloane Square and an Autumn Cluster in Chelsea

Cadogan places DeMellier at 34–37 Sloane Square, next to Martino’s, a Chelsea Italian restaurant recently opened by Martin Kuczmarski, the restaurateur behind The Dover. A new Ralph Lauren menswear store is also set to open opposite the brand’s original womenswear boutique. Retail Boss names London only and gives no street address, so the Sloane Square address rests on Cadogan’s announcement.

Cadogan’s announcement headlines six first-to-UK retail concepts opening across Sloane Street, Sloane Square and King’s Road this autumn. Ulla Johnson, the New York-based womenswear brand, will open its first international flagship at 150 Sloane Street. The store was designed with Italian architect Giuseppe Porcelli and will host a rotating programme of British contemporary craft with Sarah Myerscough Gallery. On King’s Road, Maison 123 will open its first UK physical store at 92 King’s Road, Sézane will open a 3,319 sq. ft. store at 145 King’s Road as part of its latest UK expansion, and Otiumberg will open its first boutique at 178 King’s Road, expanding from a showroom in Holland Park.

BYAN, the Spanish womenswear label, and BallereTTe, the Italian shoe brand, will also open first UK stores on King’s Road. Cadogan says BookBar, Comics & Cakes and New Forms opened on the road in 2025, and that Art Play has opened an extended studio.

Cadogan describes the openings as one of the most concentrated arrivals of first-to-UK European retail London has seen in recent years, and presents them as a sign of the continued strength of physical retail. Its director of asset management, James Stoll, is quoted on Chelsea’s mix of international appeal and local community, and on how retail, hospitality and culture combine in the area.

How the Founder Describes the Name and Purpose

In Tatler Asia’s interview, Llusia-Lindh says she studied economics and worked in management consulting before starting her own business. She says an awareness she describes was crystallised during her time at Harvard Business School. She recalls hearing Warren Buffett speak about the ovarian lottery.

The name draws on her heritage. The first part, De, comes from her grandmother’s Spanish lineage, which the interview traces back more than 500 years. The second, Mellier, comes from her French heritage.

Each purchase under the A Bag, A Life programme helps fund vaccines and medical treatments for children in need. Llusia-Lindh says the programme has funded over 2,000,000 vaccines and medical treatments.

Expansion Beyond London

Llusia-Lindh told Tatler Asia that DeMellier will open its first standalone flagship in London later this year. She wants to grow the brand, particularly in Asia, where she believes it has a lot of potential. She hopes to see DeMellier stores opening across multiple cities around the world over the next decade. No city beyond London and no date for a later store has been announced.

Retail Boss describes the London store as a physical home for DeMellier’s handbags, and describes the space as “thoughtfully designed” to bring the brand’s world to life.

A standalone store moves DeMellier from other retailers’ floors to a shopfront the brand runs itself.

Timing, Costs and Open Questions

Cadogan and Retail Boss both give autumn 2026 as the timing, and neither gives an exact opening date. Tatler Asia describes the London store as due later this year.

The store’s size, rent, fit-out budget and funding have not been announced. Whether DeMellier leases the Sloane Square site, and on what terms, has not been announced either.

Lease Rules Under Part II of the Landlord and Tenant Act 1954

Part II of the Landlord and Tenant Act 1954 covers business tenancies, meaning premises the tenant occupies for the purposes of a business it carries on. Under section 24, a tenancy to which Part II applies does not come to an end unless it is terminated in accordance with Part II.

Under section 25, a landlord’s notice to terminate has effect only if it is given not more than twelve nor less than six months before the termination date. Under section 26, a tenant can make its own request for a new tenancy where the current tenancy was granted for a term of years certain exceeding one year, or was granted for a term of years certain and then continued from year to year.

Section 30(1) lists the grounds on which a landlord may oppose an application under section 24(1) for a new tenancy. They include failure to meet repair obligations, persistent late payment of rent, other substantial breaches of the tenancy, offer of suitable alternative accommodation, an intention to demolish or reconstruct the premises, and, in paragraph (g), an intention to occupy the premises for a business to be carried on by the landlord.

Section 37 groups paragraphs (e), (f) and (g) together as compensation grounds. Paragraph (g) is subject to further conditions in the full text of section 30.

The statute does not describe what any individual lease contains. The terms of the Sloane Square lease have not been announced.