LONDON — Boglioli, the Italian menswear brand known for its deconstructed, garment-dyed jackets, has opened its first U.K. store as an alternative, and an homage, to British tailoring.
The store, at 76 New Bond Street, is located in the space formerly occupied by French label Anne Fontaine. It’s a corner site with five windows, and roughly 1,300 square feet of selling space.
Francesco Russo, president and chief executive officer of Boglioli, said in an interview it was the right time for the brand to have a home of its own in the British capital.
Boglioli already sells at Trunk in Marylebone and Mr Porter online, with U.K. customers also buying their tailoring clothing via the brand’s website. In the past, Boglioli has also done pop-ups at Harrods and Joseph, both of which were a success.
Russo believes the new store will be a good fit because “London is a city where people love to dress well, and they don’t necessarily like to show off big brands and logos. Our soft tailoring may be different from Savile Row, but it’s authentic, high-quality and offers value for money.”
Inside the Boglioli store on New Bond Street in London.
The store opening, he added, is also a homecoming, of sorts. “Boglioli was born using British fabrics and patterns, especially the Prince of Wales check. We also use Shetland wool in the winter and Irish linen in the summer for our jackets.”
The store stocks the full collection, including signature styles such as the lightweight K-Jacket and the Ultralight series of jackets which are made from silk and wool. The latter, which are all garment-dyed, weigh 270 grams — including buttons — and are made with the same fabrics as pocket squares and handkerchiefs.
“Put those jackets on, and they feel like shirts,” Russo said.
The store has a light mood, too, and features ribbed wood on the walls — similar to Boglioli’s other stand-alone stores in New York and Milan — and stone surfaces. The counters are glass with deep green accents while the furniture is streamlined and minimal.
Boglioli isn’t stopping with London, where it had been looking for exactly the right site since before the pandemic.
Russo said he sees the London store as a gateway to the Middle East because the city attracts so many visitors from the region. He is also looking at retail expansion in the U.S., Boglioli’s main market, in places such as Miami and Los Angeles.
Inside the new Boglioli store in London.
Italy is the brand’s second-largest market, and accounts for around 30 percent of revenue.
Boglioli is also building its wholesale business. Last year it debuted in India with a corner at Galeries Lafayette in Mumbai, and has been opening shops-in-shop at stores including Beymen in Istanbul; Breuninger in Düsseldorf and Cologne, and Globus in Zurich and Basel.
It is sold through around 400 high-end multibrand stores and shops-in-shop, including 120 in Italy.
Both retail and wholesale are paying dividends. Russo said that in fiscal 2026, turnover will be well in excess of 20 million euros.
Looking ahead, the company is doubling down on North America, with plans to open eight new doors in the U.S. and Canada. In Europe, growth will continue through the expansion of shops-in-shop.
