Belstaff makes an entrance

Between a spot on the London Fashion Week schedule, a new flagship store and an endorsement from a fictional heartthrob, Belstaff is readying for a renaissance.

The brand best known for its outerwear and leather goods recently agreed to pay record rents on its new flagship store in London, Bloomberg reported.

Belstaff agreed to pay £3m in initial rent for its new home at 135/137 New Bond Street, equating to £840 per square foot of the 25,000 square-foot building. That breaks the record previously set by Missoni when it signed on to pay £670 per square foot at its New Bond Street home in February 2011.

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‘The deal demonstrates the continued expansion northwards of the prime pitch on Bond Street,’ Anthony Selwyn, a Savills director who acted for the landlord, told Bloomberg.

Belstaff’s big-money moves follow its acquisition last June by Labelux, the luxury conglomerate that also owns Jimmy Choo and Derek Lam, with a number of other investors.

Earlier this month, Belstaff announced that it would show its autumn-winter 2012 menswear and womenswear collections with an LFW presentation on 19 February.

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Since then, the brand received an unanticipated boost from the BBC’s three special episodes of Sherlock. Actor Benedict Cumberbatch, who played the detective, wore a discontinued Belstaff coat that drew almost as much admiration as Sherlock’s powers of observation.

It’s elementary, really: Sherlock’s costume designers must be keen Alexa watchers. After all, the ELLE cover star brought the brand to notice when she wore this Belstaff biker jacket to Glastonbury in 2008.

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