British fashion brand JW Anderson has opened a new store on Pimlico Road in London, marking a significant step in its evolution into a broader lifestyle brand. The space showcases a curated mix of homeware, artisanal goods and a selection of fashion pieces, reflecting founder Jonathan Anderson’s expanded creative vision.

The Pimlico Road location, known for its antique shops and design boutiques, was chosen to complement the brand’s growing Home and Garden offerings alongside ready-to-wear and accessories. The two-floor store emphasises craftsmanship, with interiors designed to feel warm and curated.

Architects Sanchez Benton conceived the layout, creating distinct rooms with velvet panelling and serene touches that echo the brand’s focus on material quality and traceable origins. Products range from Irish pottery and Welsh blankets to handmade ceramics and everyday objects selected for their artful design.

Art also plays a part: the inaugural installation features sculptural sconces by British artist Kira Freije, available exclusively in-store until February. These pieces reinforce the store’s blend of craft, art and retail.

The opening aligns with JW Anderson’s broader repositioning, which has seen the brand emphasize lifestyle and curated objects alongside fashion, part of a strategy that includes recent concept changes in its Soho and Milan spaces.

With the Pimlico Road flagship, JW Anderson continues to bridge fashion, homeware and contemporary design in a distinctive retail destination for London shoppers.