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Chanel plans to open five new stories at Mayfair’s Burlington Arcade

Burlington Arcade in Mayfair is to become home to five new Chanel stories, according to the Evening Standard.

The French fashion house will bring its famous cashmere, millinery, swimwear, watches and perfume brands to the 195-year-old Burlington Arcade.

These stores are amongst several new outlets, which also include Italian lingerie brand La Perla, set to change the Arcade.

The first two Chanel stores will open this month, followed by the fashion label’s watchmaker Bell & Ross, swimwear brand Eres and a store for its fragrances.

The Arcade was bought by US property group Thor Equities and European investor Meyer Bergman for £104 million in 2010.

Chanel, advised by property agent Wilson McHardy, said it was the Arcade’s history that appealed most.

Bruno Pavlovsky, the house’s president of fashion, said: “London is a key fashion city and it has a mix of local and international shoppers.

“In London you can find both the big streets with the big boutiques from the big brands as well as intimate, small locations for small brands. This is what we like and all of these areas are very busy.”

This was posted in Bdaily's Members' News section by Ellen Forster .