MHZ to forge Links of London store

Luxury jewellery and gift retailer Links of London is opening a larger flagship store in London’s Sloane Square this May, with interiors by Mlinaric, Henry & Zervudachi partner Tino Zervudachi.

The 16 Sloane Square flagship will be situated between a new Tiffany & Co shop and the Peter Jones department store, while the original Links of London flagship at 160 Sloane Street will close.

‘The time was right for a much bigger and bolder store in what [we believe to be] our natural environment,’ explains Links of London chairman and co-founder John Ayton.

According to Ayton, interiors will have a pronounced ‘feminine’ feel, reflecting the company’s changing customer base, which is now 75 per cent female.

The 437m2 flagship will feature a 186m2 retail space with product design and repair areas. Zervudachi, who was appointed in November, will work on ‘every aspect’ of the interiors, ‘right down to details of display and point-of-sale’, Ayton says.

The London flagship’s opening will follow the launch of a Princes Square store in Glasgow in March, designed by Links of London in-house designer Ullises Beluchio.