Where once it was difficult to find an elegant handbag crafted from good quality leather that sat somewhere in price between the high street and the ultra-high-end, the last few years have seen a surge of independent handbag brands offering designer-quality bags at a fraction of the price of the luxury houses on Bond Street. Leading the pack is London label Demellier.
“I saw a clear gap between traditional luxury and more accessible fashion, with too many compromises on quality, ethics and pricing,” says brand founder and Mireia Llusia-Lindh, who launched the brand in 2017 after several years working as a management consultant and completing an MBA from Harvard. “I wanted to create modern yet timeless handbags of exceptional quality, ethically and sustainably made, fairly priced and rooted in purpose. For me, this is what modern luxury should be about.”
Her vision has certainly resonated. The brand has steadily gained a loyal following among everyone from fashion insiders to young mothers and glamorous corporate women, all who appreciate a bag that can carry a laptop – or half their life – while still looking chic and polished, and for a price typically well under £700. It’s this dynamite combo of clever pricing and incredible quality that’s seen Demellier’s products fly of the shelves. The brand saw sales grow an impressive 60 per cent last year, according to Vogue Business, and is targeting 50 per cent growth in 2026.
This week, Demellier opened its first ever store on Chelsea’s Sloane Square. “Having our first home where customers can experience our brand and values in a physical environment is incredibly exciting,” says Barcelona-born, London-based Llusia-Lindh, who chose the location “for its beautiful setting, international appeal and understated elegance, which feel very aligned with the brand”.
Designed by Belgian residential architect Nicolas Schuybroek, the store (which sits in Hugo Boss’s old home) is a minimalist’s dream crafted in lots of neutral stone, with oak floors and linen walls. It’s designed to feel tactile and warm and somewhat like a private residence: the ground floor a living room with elegant armchairs and a marble coffee table; the downstairs a dining room centred around a four-metre table made from 60-year-old reclaimed wood. It’s scattered with vintage furniture by designers such as Lina Bo Bardi and George Nakashima, books by female artists and artwork by British artist Susan Gunn. There’s a personalisation station and a craft corner where customers can learn how a Demellier bag is constructed. “I wanted to create a space that truly reflects who we are as a brand,” Llusia-Lindh says. “My hope is that customers feel at home while experiencing the world of Demellier.”
To mark the opening, the store will be the first place customers can shop the new Sloane range of bags, which has launched exclusively in the flagship ahead of online and wholesale. Featuring soft folded panels that give an origami-like finish, the new shape can be worn either with its skinny shoulder strap or as a squidgy evening clutch. It sits alongside the rest of the range, including the brand’s bestselling style, The New York tote. “Its distinctive belted silhouette combines timeless design with everyday practicality, which I think really resonates with our customers,” Llusia-Lindh says.
Demellier’s handbags are decidedly cool. But, perhaps what’s even more impressive about the brand is the philanthropic element that was baked into the business from the outset. For every bag purchased, Demellier funds lifesaving vaccines and medical treatments aimed to save the life of a child in need, in collaboration with international children's charity Sos Children’s Villages and local vaccine providers. The funds are administered in countries such as Somalia, where currently one in six children do not live to see their sixth birthday. So far, Demellier has funded an impressive 2.5 million life-saving vaccines and medical treatments for children in need. “Our mission has always been to create with integrity, empower women and give back,” Llusia-Lindh says. “I wanted to build a brand that women could feel proud to carry, not only because of how our bags look, but because of what they stand for.” At Sloane Square, customers will receive a personalised card sharing how their purchase contributes to the initiative.
A week into its life, the store has already welcomed a breadth of shoppers. “Our customers span different ages, professions and backgrounds, but share an appreciation for timeless design, quality and brands that reflect their values,” Llusia-Lindh says. “She's confident, discerning and purposeful.”
Demellier
35–37 Sloane Square, SW1W 8AQ
Hours:
Mon to Sat 10am–8pm
Sun midday–6pm
