The Place London Opens on South Molton Street

What goes around comes around. Simon Burstein has returned to fashion’s most storied address with the opening of The Place London at 26 South Molton Street, the original home of Browns, the iconic luxury retailer founded by his parents, Joan and Sidney Burstein, in 1970.

Established in 2015 by Burstein, former CEO of Browns who later sold the business to Farfetch, The Place London curates a considered edit of affordable luxury clothing and accessories, spotlighting independent and emerging designers.

First unveiled in Connaught Village

The concept debuted across two neighbouring boutiques: The Place London for womenswear and Leathersmith of London for menswear. Four years later, the vision extended to Paris with the opening of a Left Bank outpost at 8 Rue de l’Odéon in the 6th arrondissement. For Burstein, the move felt instinctive. He spent formative years nearby, overseeing the legendary Sonia Rykiel house, and the Paris store closely reflects the London edit.

Rooted in the Browns legacy

Dscovering and elevating lesser-known designers, The Place London has evolved into a vital platform for emerging creative voices. At its core is a dialogue between expert craftsmanship and contemporary design, resulting in collections defined by longevity and quiet distinction.

The aesthetic is rich in colour and texture, balancing refined tailoring with bohemian ease. The boutique has cultivated a loyal following: men drawn to understated luxury and women who dress with assured individuality.

Among the labels stocked

Ulla Johnson, celebrated for its urban-bohemian sensibility; Mii Collection (Made in India), founded by French-Indian duo Bapan Dutta and Lucie Bourreau, offering vibrant hand-embroidered silks, cottons, and cashmere; Cord, a sustainability-led brand producing hand-painted one-of-a-kind pieces; alongside Pierre-Louis Mascia and Les Filles d’Ailleurs by Gabriela Lissillour, which brings a romantic edge to tailored silhouettes.

Now open in London’s West End

The Place London unfolds across three levels: womenswear on the ground floor; Burstein’s exclusive menswear label, Leathersmith of London, on the lower ground floor; and a mezzanine dedicated to Leathersmith’s finely crafted diaries, journals, and stationery, produced in his Canvey Island bindery, which was awarded a Royal Warrant by King Charles III earlier this year.

Reflecting on the opening, Burstein says:

- “A couple of days in, and whilst we loved the neighbourhood of Connaught Village and our loyal local following, we’re seeing a very different, more varied customer here on South Molton Street. Being positioned between two streets, with entrances on both sides and all three floors visible from outside - not to mention the incredible natural light - is proving a very winning combination. We now have a window to the world here in W1.”