Hermès

bought the building at 166 New Bond Street in 2009. It has taken seventeen years to open it. On 16 June 2026, that wait ends - and what opens won't look much like the store at 155 New Bond Street that most London clients have known.

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The New London Hermès Store at a Glance

Opening: 16 June 2026. Address: 166 New Bond Street, London W1S 2EL.

Six floors in total. Four are retail, two are stock and back office. Café, roof terrace, and VIP private rooms are confirmed. Both 155 New Bond Street and the Selfridges concession close approximately two weeks before the new store opens.

Client profiles from both locations transfer automatically. Purchase history, wishlists, and account details move across without any action from the client. Managing the SA relationship - particularly if your SA isn't moving across - is worth sorting before the closure.

Why Hermès Moved to 166 New Bond Street

The building has been in Hermès' ownership since 2009. The brand purchased the freehold for £73 million - at the time one of the highest prices ever paid for a property on New Bond Street. Hermès didn't announce plans when it bought the building. It just waited.

The site is a run of Georgian townhouses - 165 to 169 New Bond Street plus addresses on Albemarle Street and Grafton Street behind it, most built in the early 1720s. Asprey moved in at 166 in 1847 and spent the next century and a half slowly taking over the neighbouring buildings. By the early 2000s, Norman Foster had turned the whole thing into something coherent, opening up the central courtyard under a steel and glass skylight. That atrium is still there, now at the centre of the Hermès space.

Seventeen years between purchase and opening. Not many property decisions look like that.

What Makes the New Store Different

The square footage gets mentioned first in every piece of coverage. It matters less than what Hermès has chosen to put inside it. Private rooms for VIP clients. A café. A rooftop. These aren't premium extras - they're the point. A client who spends three hours at 166 isn't just buying something.

The café and roof terrace extend that logic further. More time in the building means more time with the brand - which is the whole design intention.

RDAI in Paris, the studio that designed the interior under Denis Montel, has worked with Hermès on its major stores for years. Walk into a Hermès maison in Tokyo or New York and parts of it feel familiar, that's not accidental.

What Existing Hermès Clients Need to Know

Client profiles transfer automatically - purchase history, wishlist items, and account details move across without any action required. That's confirmed.

What isn't automatic is the sales associate relationship. If your SA is not moving to 166 New Bond Street, or if you've primarily been served through Selfridges, arranging a handover introduction before the transition closes is advisable. How SA assignments will work in a store of this size remains to be seen in practice, but the profile transfer provides a clean starting point.

The closure of both 155 and Selfridges two weeks before the new opening creates a brief gap in London retail access. For clients planning around that timing, it's worth noting.

Why This Matters for Luxury Shopping in London

Bond Street has been consolidating upward for years. Brands buying buildings, upsizing spaces, shutting satellite locations. 166 New Bond Street becomes the largest Hermès store in Europe in a context where that kind of statement is actively competitive.

For international visitors, the change is practical as well as symbolic. One flagship rather than two scattered presences means a different kind of visit - more time in the same place, more of the brand's range accessible, more of the service infrastructure that the previous 155 couldn't accommodate at this scale.

You can read more about navigating London's luxury retail landscape across theWeCarryBags blog.

What It Means for Personal Shopping London Services

A flagship of this scale creates a different kind of appointment experience. Private rooms, dedicated floors, a building that takes time to move through - for clients using a personal shopping London service to navigate an Hermès visit, the 166 environment rewards exactly the kind of unhurried, guided approach that remote buyers and international visitors benefit most from.

TheWeCarryBags personal shopping service supports clients who want to approach the new flagship with context - understanding what's there, how to navigate it, and what to expect from the experience before they arrive.

Frequently Asked Questions

When does the new Hermès store in London open?

166 New Bond Street opens on 16 June 2026.

What is replacing Hermès 155 New Bond Street?

155 New Bond Street is closing approximately two weeks before 166 opens. All client profiles and purchase history transfer automatically to the new flagship.

Is Hermès leaving Selfridges?

Yes. The Hermès concession within Selfridges will close alongside 155 New Bond Street, ahead of the 166 New Bond Street opening.

What makes 166 New Bond Street different?

Six floors, a café, a rooftop, VIP private rooms, and an interconnected cluster of Georgian townhouses designed by Hermès' longstanding architectural partner RDAI. The largest Hermès store in Europe.

What does the new store mean for personal shopping London?

A flagship of this scale and design supports longer, more immersive client visits. Personal shopping London services can help international buyers and remote clients plan and navigate the experience effectively.

Final Thoughts

The building has been Hermès' since 2009. Clients who've spent years at 155 or Selfridges are about to find themselves somewhere quite different on 16 June. For London's luxury retail market, the opening of 166 lands at a moment when the brands that matter most are all making exactly this kind of bet - more space, more experience, less transactional. If you're planning a visit to the new Hermès store in London or want help navigating London's luxury retail market, WeCarryBags can help.

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