AllSaints preps for Brompton Rd debut, just behind NYC SoHo and Metzingen openings

Contemporary brand AllSaints is continuing its global retail expansion strategy with new stores in the UK, US, Europe and Asia.

November is turning out to be a particularly busy month on this front. On Thursday the company will open on high-end Brompton Road in time for the peak of the festive trading period. It also recently opened in Liverpool at the key Liverpool One mall.

Other developments this month include a new store in Outletcity Metzingen, one of Europe’s largest shopping outlets, home to over 170 premium retailers. The outlet’s new AllSaints store opened on 7 November. 

That came just after the latest US opening, a New York pop-up in SoHo, coinciding with All Saints’ Day. It’s at 500 Broadway, and is only a short distance away from the brand’s former flagship store in the area.

It covers a fairly substantial 5,300 sq ft with the company saying it reflects its signature urban aesthetic, incorporating original architectural features such as exposed brick walls and white cast-iron columns, while showcasing recent collections on feature walls. It’s staying open for the festive period.

It comes on the heels of the company having opened a new store in Belmont Park Village, New York a few weeks earlier.That location covers 2,538 sq ft, featuring high ceilings that accommodate elements of the brand’s new design concept, such as Venetian plaster and a suspended chandelier. Its design is also “consistent with Belmont Park Village’s intention to be the most sustainable luxury shopping destination in the USA”.

Other recent openings include its first Chinese outlet store in Shanghai Village, next to Shanghai Disney Resort and a short drive from Pudong Airport. It’s now one of three AllSaints stores in the city and covers 1,970 sq ft, offering a curated selection of the label’s collections.

CEO Peter Wood said: “This year, as part of our 30th anniversary celebrations, we wanted to demonstrate our enduring passion for our stores with the first AllSaints store in Africa opening  earlier in the year, and now with these further expansions of our physical retail presence in the UK, Americas, Europe and Asia.

“Our SoHo pop-up showcases what we can achieve with amazing teamwork right across our business, as well as our desire to provide as many customers as possible with as many ways as possible to enjoy our brand. We are looking forward to the holiday season and excited about our plans for 2025”.