What goes around comes around: Simon Burstein’s boutique, The Place London, has officially opened its doors at 26 South Molton Street – the original site of Browns, the legendary luxury fashion emporium founded by his parents, Joan and Sidney Burstein, in 1970.
Founded in 2015 by Simon Burstein – former CEO of Browns, who sold the business to Farfetch – The Place London offers affordable luxury clothing and accessories (£100–£1500) by independent and emerging designers.
Originally launched in Connaught Village, W2, with two adjacent boutiques – The Place London for womenswear and Leathersmith of London for menswear – the concept expanded to Paris four years later with a sister store on the Left Bank, at 8 Rue de l’Odéon in the 6th arrondissement. It was a natural move for Burstein, who had spent formative years managing the iconic Sonia Rykiel label nearby. The Paris boutique mirrors the London edit.
Championing the Browns ethos of discovering unique, lesser-known designers and putting them on the fashion map, The Place London has become a vital platform for showcasing new creative voices.
A cornerstone of the store is the intersection of skilled craftsmanship with innovative design – producing collections with enduring style.
Expect rich colour, texture, and a mix of refined and bohemian aesthetics across the beautifully curated collections. The boutique has attracted a devoted clientele: men in search of understated luxury, and women who dress with confident individuality.
Brands stocked include American label Ulla Johnson, known for its urban bohemian flair; Mii Collection (Made in India), founded by French-Indian duo Bapan Dutta and Lucie Bourreau, offering vibrant hand-embroidered silks, cottons, and cashmere; Cord, a sustainable brand known for its hand-painted, one-off garments; as well as Pierre-Louis Mascia, and Les Filles d’Ailleurs by Gabriela Lissillour, which brings romance to tailored silhouettes.
Now open in the West End, The Place London spans three levels: womenswear on the ground floor; Burstein’s exclusive menswear label Leathersmith of London on the lower ground floor; and a mezzanine dedicated to Leathersmith’s beautifully crafted diaries, journals, and stationery – made in his bindery on Canvey Island, which, in May this year, was awarded the Royal Warrant by King Charles III.
Reflecting on the opening, Burstein says:
“A couple of days in, and whilst we loved the neighbourhood of Connaught Village and our loyal local following, we’re seeing a very different, more varied customer here on South Molton Street. Being positioned between two streets, with entrances on both sides and all three floors visible from outside – not to mention the incredible natural light – is proving a very winning combination. We now have a window to the world here in W1.”
Burstein, who began his retail journey as a teenager working Saturdays at Browns, adds:
“I’m excited to be back in the West End where it all began—especially at a time when fashion is so diverse, offering everything from trend-led design to timeless craft. The Place London occupies a unique space, curating beautifully made collections—ethically and accessibly priced—from both renowned and emerging creatives.”
The Place London is also fast becoming the go-to destination for all one’s gifting needs. From artisanal accessories and hand-bound stationery to one-of-a-kind fashion pieces, the shop offers a carefully considered selection for every occasion. As the seasons shift from summer to the festive months ahead, Simon Burstein will be introducing his personal curated gifting edit – drawing on decades of experience and an unrivalled eye for beauty, craft and originality.