Chanel and Burberry to open Paris-style maisons in capital

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As London Fashion Week opens tomorrow, leading labels such as Stella McCartney, Burberry and Belstaff are putting the finishing touches to giant stores due to open this year.

Chanel won planning consent this week for a 20,000 sq ft three-storey shop, offices and new facade in New Bond Street, allowing it to show its whole collection under one roof.

Chanel's founder Coco Chanel set up her brand's first home in Paris at 31 Rue Cambon in 1918.

Like the French fashion houses that trade with showrooms, shop and office in one place, London is getting its own version of the townhouse boutique.

Helen Franks, head of commercial leasing at the Duke of Westminster's property company Grosvenor, said: "The inspiration has been Paris's Avenue Montaigne where many of the luxury brands have houses."

Grosvenor has been ear-marking shops that it owns with offices above in Mayfair to let to designers.

London is in focus this year because of events such as the Olympics and The Queen's Diamond Jubilee which have attracted brands wanting to take advantage of the influx of wealthy visitors.

Burberry, of which Rosie Huntington-Whiteley, above right, is the face, has recently doubled the size of its Brompton Road store and will open its biggest store yet in Regent Street.

Burberry's CFO, Stacey Cartwright, said: "We are focusing on 26 cities globally. London is particularly exciting this year. Regent Street will open by the Olympics and our show will take place here for the third year in a row."

Burberry plans to broadcast its London show on Monday into more than 40 stores around the world, giving customers the chance to buy from the catwalk on iPads as it did last fashion week.

British brand Belstaff, owned by Swiss group Labelux, has signed up to open a Bond Street "maison". It will include a shop, museum, offices and showroom and the building will be named Belstaff House.

Belstaff's chief executive said: "This affirms our commitment to embracing our British roots and heritage."