Luxury handbag brand opens first London store at Marylebone Square
Yuzefi has opened its first store in London at 12 Aybrook Street within the new Marylebone Square mixed-use development.
The luxury handbag brand’s new space, which extends to approximately 1,000 sq ft, has been designed by DBM studio as a physical embodiment of the Yuzefi bag itself.
Alexa Choynowski, adviser in the cross-border retail team at Savills, which acted for Yuzefi, said: “The Marylebone store is a strong example of how physical retail can act as a long-term home for a brand – combining location, design and heritage to create an immersive customer experience rather than simply a point of sale.”
Nazanin Yousefi, CEO of Yuzefi, added: “While Yuzefi has long had a strong global physical presence through our retail partners, opening our first London store is about owning our home market in a more intentional way. Marylebone felt like the right location for a permanent brand home, a space that reflects our design values, allows for deeper connection with our customers, and supports long-term growth rather than short-term retail.”
Marylebone Square was built for Concord London on the site of the former Moxon Street car park. It comprises 79 apartments alongside retail, restaurant, and community facilities on the ground and lower floors.
Internal images of the new Yuzefi store