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Bonpoint opens its new flagship on Sloane Street

French childrenswear brand Bonpoint has opened the doors to its new Sloane Street flagship within a classic Chelsea townhouse

4 April 2022

The interior of Bonpoint's new Sloane Street flagship
Bonpoint's cherries on a sweater

After more than 15 years down the road at number 15, the new flagship at 6F Sloane Street is designed to emphasise the original building and historic local area and is an entirely unique concept for Bonpoint in London. 

Set over two floors and 970 square feet, the new boutique brings to life the brand’s love of combining tradition with touches of quirky modernity. 

With consideration typical of Bonpoint’s signature French elegance, every aspect of the flagship has been chosen to invoke a stylish and welcoming atmosphere. Walls are papered with specially commissioned traditional English wallpapers from Cole & Son and Hamilton Weston, while Kilim carpets and bookshelves lend a familiar domestic tone. 

But this is a brand for children so it is as charming as it is chic. Whimsical details add a touch of playful eccentricity. A papier mâché sculpture of a stork’s head by Parisian artist Elsa Dray-Farges emerges from a wall, overseeing the wares below, while jewel-like sculptures from French sculptor Elsa Blin are suspended from the ceiling, and walls are hung with framed images of Bonpoint’s campaigns.

“After 17 years on the Street, we are proud to remain a part of the Sloane Street community with our new London flagship. Chelsea is a historic neighbourhood that mirrors Bonpoint’s legacy and charm and we look forward to inspiring another Bonpoint generation in London,” said Bonpoint chief executive officer Pierre-André Cauche.

Neatly hung on tiny little hangers or folded tidily on shelves and dressers are Bonpoint’s full seasonal collections for children aged 3-14, as well as smart occasionwear, outfits for newborns, and the brand’s perfume and skincare offerings.

Those little Bonpoint cherries are strongly represented throughout, from the cherry and guitar light garlands created by artist Zoé Rumeau to the sweet little clothes throughout, recalling the origin story of the house, in which the founders’ family secrets were whispered at La Cerisaie (The Cherry Orchard), their family home set among the cherry trees in Aix-en-Provence.


Bonpoint is at 6F Sloane St, London SW1X 9LE
Store images: Noor & Zee

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