VIPs' stationer Smythson to open flagship store in Sloane Street

The stationer Smythson, which counts Samantha Cameron as a consultant, is ramping up its expansion by opening a giant flagship store in Sloane Street, London.

Smythson is attempting to move up the style ranks to compete with top-end luxury goods groups. The opening of the 8,000 sq ft shop comes after the company recently reopened and doubled the space of its Bond Street store.

It plans to increase its 12 stores to around 50 shops globally and has relaunched its website to attract younger shoppers.

Smythson agreed a deal with its landlord Cadogan Estate to move from its current small shop to 142 Sloane Street. It is likely to open in the new year and will showcase the brand's range of expensive, leather handbags and accessories.

Mrs Cameron, who is now a creative consultant, was previously creative director at the brand and part of the team which shared a £270,000 windfall when it was sold in 2005 to Jacques Bahbout, who runs the Italian leather goods maker Tivoli.

Smythson, which was founded in 1887, counts royalty and film stars as clients and holds royal warrants from the Queen, the Prince of Wales and the Duke of Edinburgh.

About 70 per cent of its business is in leather goods.

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