Fusalp opens pop-up store in London’s Mayfair

French skiwear brand Fusalp has opened a pop-up store on Brook Street in London’s Mayfair district, its second address in the city after its Chelsea location.

The opening strengthens Fusalp’s omnichannel presence in the UK, where the company is developing its retail and e-commerce activities and works with a network of wholesale partners including Selfridges, Browns, Flannels, Harvey Nichols and Liberty.

“The UK is one of our priority international markets, and a natural historical link, as we have been outfitting its national alpine ski team since 2021,” said chief executive Pascal Conte-Jodra. “With this second location in London, we are moving from the slopes to the city, closer to our customers, all year round.”

The boutique showcases the brand’s Autumn/Winter 2026-27 collections, which bring together urban style and the world of skiing through contemporary silhouettes, everyday pieces and technical mountain wear.

The store is housed in a building where exposed brick and period mouldings meet contemporary design. The customer journey unfolds in several stages: a first room that preserves the building’s historical character, an intermediate space housing the fitting rooms and checkout, and a second room beneath a glass roof. Stylised fir trees guide shoppers between the spaces, a nod to the brand’s Alpine heritage.

With the new location, Fusalp said it aims to expand its network and strengthen ties with both local and international customers as part of its wider international development.

This article was written with the assistance of AI.