The Place London Returns to Its Roots on South Molton Street

Simon Burstein's The Place London Opens on South Molton Street

There’s something special about coming full circle — and that’s exactly what’s happening with the opening of The Place London at 26 South Molton Street. For anyone who follows fashion with heart and history, this address is more than just a postcode. It’s where Browns — the legendary boutique opened by Joan and Sidney Burstein in 1970 — first introduced London to a different kind of luxury. Now, decades later, their son Simon Burstein has brought his own vision back to the very same spot.

Simon, who once led Browns before selling it to Farfetch, opened The Place London in 2015. His mission? To make luxury feel more accessible — not just in price (think £100 to £1500), but in spirit. His boutique has always focused on emerging designers, thoughtful craftsmanship, and clothing that tells a story.

The new South Molton Street space is the brand’s most ambitious yet. It’s three floors of carefully curated fashion, accessories, and beautifully made objects — each one chosen with intention.

• Ground floor: Womenswear that blends sophistication with individuality
• Lower ground: Leathersmith of London, Simon’s exclusive menswear label
• Mezzanine: Handmade diaries, journals, and stationery — all crafted in Simon’s own bindery on Canvey Island, recently awarded a Royal Warrant by King Charles III

What stands out in this story is how personal it feels. Simon started in retail as a teenager working Saturdays at Browns. This isn’t just business — it’s legacy. And yet, The Place London isn’t trying to recreate the past. It’s about what’s next: new names, global influences, pieces that blend bohemian texture with timeless elegance.

Expect to find labels like:

• Ulla Johnson – effortlessly cool with that New York-meets-travel feel
• Mii Collection – dreamy hand-embroidered silks and cashmere from a French-Indian duo
• Cord – sustainable and full of character, with one-of-a-kind hand-painted garments
• Pierre-Louis Mascia and Les Filles d’Ailleurs – designers who know how to mix romance with edge

Simon has always had an eye for things that feel one step ahead of the curve, and you can see that in how the new store is designed too. It’s flooded with natural light, with entrances from both ends of the building — almost like the boutique itself is inviting people in from all directions.

“We’ve always loved Connaught Village and our regulars there, but South Molton Street brings in a whole new kind of energy. We now have a window to the world, right here in W1.”

Whether you’re looking for a statement piece, a quiet luxury staple, or even the perfect gift, The Place London is fast becoming one of those spots. The kind you bookmark for birthdays, holidays, and just-because treats.

And as the season begins to shift toward cooler months, Simon’s planning to launch his own curated gifting selection — something that reflects years in the industry, and a real love for beauty, craftsmanship, and objects with soul.

So yes — it’s a new chapter for The Place London. But in many ways, it feels like a beautiful continuation of a family story that helped shape the way we experience fashion in this city.

For more: https://www.theplacelondon.co.uk/