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Dec 13, 2021
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Cubitts continues to grow with Victoria Leeds and Belgravia store openings

Published
Dec 13, 2021

Hammerson is continuing to enjoy the surge in new retail store openings in malls across the UK. The property owner and manager of Victoria Leeds has announced another new arrival for its flagship destination, the fast-growing creative eyewear specialist Cubitts.


Cubitts' new London, Belgravia flagship


In fact this is Cubitts’ second pre-Christmas opening, with a flagship store also arriving in London’s high-end Belgravia.

But first Leeds. Cubitts said it has chosen the destination to open its first store in the north of England, “having attracted the design conscious with its offering in London and Brighton”. 

And the retailer has tailored the northern store to absorb a unique local flavour, launching an exclusive limited-edition collection of three frames inspired by Leeds-based artists, designers and architects. 

Cubitts has also partnered with Village Books to curate rotating literature for customers from coffee table books to magazines and pamphlets. North Star Coffee will also provide complimentary beverages, while a one-of-a-kind Cubitts beer has been created in collaboration with Leeds brewer, Northern Monk. 

Its launch at Victoria Leeds “further bolsters the mix of high-end retail brands and its cultural offering following a string of high-profile additions this summer”, noted Hammerson.

Jo Coburn, general manager of Victoria Leeds, said: “Cubitts is just the type of brand that will resonate with customers at Victoria Leeds; it’s been able to reimagine the concept of an eyewear store creating something more in keeping with a lifestyle brand. We are excited that it will sit alongside… new openings including Boodles and Kate Spade. It is a real testament to the quality and location of Victoria Leeds that luxury brands see the city as a key to their expansion plans.”

Moving south, the new Belgravia, London store becomes the retailer’s 12th retail unit nationwide.

The store design also celebrates local architecture, this time of London’s master builder Thomas Cubitt - "with its interior aiming to restore and highlight the original features of a classic Townhouse". Bespoke display shelving in the store has been designed to reference the room dividers of Eileen Gray, the pioneer of the Modern Movement in architecture. 

To mark the opening, Cubitts has also released an exclusive collection of three frames taking inspiration from iconic English gardens (Wisley, Hyde and Hilltop).

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