JW Anderson Opens its Largest Store on Pimlico Road in London

JW Anderson has officially opened its largest store to date on Pimlico Road in London, marking a significant milestone as JW Anderson opens its largest store on Pimlico Road in London, anchoring the brand’s evolution into a full lifestyle and homeware label as well as a fashion house. The new Pimlico space brings together ready-to-wear, accessories, and a growing Home and Garden universe, positioning JW Anderson directly inside one of London’s most established design and antiques districts.

Inside the Pimlico Road flagship

Located at 105–107 Pimlico Road in Belgravia, the new JW Anderson store spans two floors and is now the brand’s biggest physical space globally. This Pimlico Road location sees the largest JW Anderson store yet, among antique dealers, design boutiques, and homeware specialists, a deliberate choice that mirrors the label’s shift toward curated interiors, as JW Anderson opens its largest store on Pimlico Road in London.

Architecture studio Sanchez Benton designed the interior with velvet panelling and a series of intimate rooms, creating a “cabinet of curiosities” feel where clothing is shown alongside furniture, ceramics, art, and vintage objects. JW Anderson opens its largest store on Pimlico Road in London with a layout intended to feel like an evolving apartment-style space, encouraging visitors to explore rather than move through a traditional linear shop floor.

Fashion meets home and garden

The heart of the Pimlico store is JW Anderson’s expanding Home and Garden collection, which the brand says now sits “at the center” of the concept, accompanied by a focused selection of men’s and women’s wear, shoes, and accessories. Shoppers can find everything from re-editions of Charles Rennie Mackintosh furniture and Mac Collins chairs to Nicolas Mosse ceramics, naturally dyed textiles by Polly Lyster, and vintage Christmas ornaments from the brand’s largest store on Pimlico Road.

Alongside these pieces, the boutique stocks curiosities like French copper watering cans, coffee-flavoured tea, paperweights co-designed with filmmaker Luca Guadagnino, and an array of collaborative objects with international artisans, all chosen to spotlight craft, traceable origins, and materials designed to “stand the test of time.” This mix positions JW Anderson firmly in the lifestyle arena, inviting customers to shop the brand as a complete world rather than just a fashion label.

Art, curation, and experience

Art is central to the Pimlico concept: the inaugural installation features six sculptural wall sconces by British artist Kira Freije, made from welded metal and glass and available exclusively in-store until February. Jonathan Anderson said the pieces echo the store’s focus on hand-making and intuitive, exploratory forms, acting as “signals” and “beacons” within the space of JW Anderson’s largest store on Pimlico Road in London.

As with JW Anderson’s Soho and Milan flagships, curation is treated as a personal practice for Jonathan Anderson, who uses the store to show how fashion, homeware, and art “talk together” in a single environment. A dedicated press and VIP salon on the lower ground floor underlines the experiential, appointment-friendly nature of the space, designed for stylists, editors, and private clients to engage more deeply with the brand’s universe.

What Pimlico means for JW Anderson’s strategy

The Pimlico Road opening follows a refreshed brand identity unveiled earlier in 2025, including a new logo and a clearer pivot toward lifestyle and home-focused storytelling. Indeed, this opening, which has JW Anderson’s largest store on Pimlico Road in London as a focal point, forms a pivotal part of this strategy. It also comes on the heels of a Miami pop-up during Art Week in partnership with The Webster, signalling that JW Anderson is increasingly using destination retail spaces and art-led collaborations to reach a global luxury audience.