John Davies, Head of Marketing at Smeg UK takes 5 minutes out of his schedule to discuss the brand and explain why the new Regent Street St James’s flagship store is game-changing in the industry.
“It may have been more obvious to set up our UK flagship store in a design hub but Smeg has always made bold, ambitious decisions and the location of our flagship on Regent Street St James’s is certainly a statement of intent.
“Smeg has always made bold, ambitious decisions; a statement of intent”
The store we have created is a game-changing shift in our industry and allows us to showcase the Smeg story in full for the first time. As a family owned and run Italian business, consumers can come in, taste cheese and wine from the family farm and purchase our hand-held appliances, whilst the design mezzanine and lower-ground state of the art auditorium facilitate other types of experiences with the brand. Not to mention our collaboration pieces with Dolce & Gabbana, further bringing our Italian heritage to life.
“Where else can a brand access such a unique mix of consumers, other than in the heart of the West End”
With the flagship, we really wanted to get closer to our consumer and be part of the prestige of the West End. The vibrancy of the area played a part in our thinking and is a good cultural fit. Where else can a brand access the unique mix of business people throughout the week, luxury shoppers, foodies and tourists other than in the heart of the West End?”
For more information on the flagship store amongst the beautiful redevelopment of St James’s Market, visit Smeglondon.com.