Longchamp opens Europe's largest flagship on Regent Street

French luxury brand Longchamp opened its European flagship boutique on Regent Street during the London Fashion Week weekend. The chief executive of the luxury handbag maker has credited London as the leading “global city” as it offers

access to British and international shoppers.

Longchamp is one of the world’s best known luxury brands and the company believes that its foldable Le Pliage handbag is the best selling handbag in the world. Since 1993, more than 26m versions have been sold. The company’s decision to open its biggest European store in London is a vote of confidence in the city’s economy.

Longchamp has sold over 26m versions of its foldable bag

Longchamp was founded by Jean Cassegrain, grandfather of the present chief executive, in 1948 and is still controlled by the family. Initially, it produced leather-covered pipes for smokers but in the 1950s the company branched out into accessories.

In the past three years, Longchamp’s sales have grown 75 percent thanks to strong demand from emerging middle class populations in Asia. The company operates nearly 250 boutiques and has a distribution of over 1800 stores in more than 100 countries. The company is managed by the second and third generation of the founding family.

Images: Longchamp Regent Street opening