LONDON – The Miu Miu flagship on the corner of New Bond and Bruton streets is set to reopen next month with a fresh look and a new attitude.
The store, which first opened in 2010, has been shut for refurbishment since March. When it reopens softly on June 7, it will showcase a new retail concept centered on “cultural exchange, community, and conversation,” according to the brand.
The new space, which spans 7,500 square feet, will showcase the full range of Miu Miu collections, including ready-to-wear, bags, shoes, leather goods, and eyewear.
Accessories will be displayed on the ground floor, with ready-to-wear on the first floor. There will also be spaces dedicated to experiences that stretch beyond shopping.
To mark the opening, the store will offer an exclusive worldwide preview of the new Miu Miu Upcycled collection, created in collaboration with costume- production- and set- designer Catherine Martin.
Catherine Martin at the Miu Miu luncheon in Cannes.
Courtesy of Miu Miu
The soft opening will be followed by a special in-store event set for June 12. That night, the brand is planning an evening at Koko, the music venue in Camden Town, where Miu Miu Club London 2025 will be staged.
The music event will be curated by British musician Little Simz, who will play live. There will also be specially commissioned performances and DJ sets taking place throughout the night.
The store’s reopening marks a big moment for Miu Miu and its parent Prada Group. As reported, Prada Holding, the family-owned arm of Prada SpA, has agreed to buy the entire building that houses Miu Miu’s London flagship for 250 million pounds.
Prada is the latest major group to make a big-ticket investment on New Bond Street. As reported, LVMH Moët Hennessy Louis Vuitton, Kering, Swatch, Richemont and Chanel have all been buying properties on the street, both as a real estate investment and as a way of securing space for their brands.
According to Cushman & Wakefield’s latest “Main Streets Across the World” report, New Bond Street is the third most expensive shopping street in the world, after Via Montenapoleone in Milan and Upper Fifth Avenue in Manhattan.
The new Miu Miu logo to mark the opening of the New Bond Street store in London.
Rents on the London street are around $1,762 a square foot annually, 13 percent higher than in 2023. Miu Miu’s neighbors include Balenciaga, Hermès, Burberry and Roberto Cavalli.
The significant refurbishment on New Bond reflects the runaway success of the brand, which has been a major driver of Prada Group’s sales over the past few years.
In the first three months of fiscal 2025, Miu Miu’s sales rose 60 percent, with gains across all of the group’s markets, and a strong retail performance. It helped to fuel the group’s overall revenue rise of 13 percent to 1.34 billion euros in the quarter.
Leather goods remained the fastest-growing category at Miu Miu, supported by the spring 2025 campaign celebrating the brand’s signature Matelassé line.
Highlights in the quarter included the launch of Miu Miu Gymnasium sport-inspired pop-ups and the unveiling of the Miu Miu Custom Studio project. In February, Silvia Onofri joined Miu Miu from Napapijri, under the VF Corp. umbrella, as its new chief executive officer.