Exclusive: Bamford Grooming Department opens its first men’s hangout
The City Of London is the home of the first Bamford Grooming Department location. We got the inside scoop from George Bamford, the founder of the grooming favourite
For the first time Bamford Grooming Department will (finally) be opening up shop, choosing the City Of London as the location for its first store. At 33 Threadneedle Street, the new venue will cater to all your grooming needs.
It’s still quite rare that you find a shop dedicated solely to men’s grooming. Sure there’s plenty of places for women to go and get their beauty fix (Bamford itself has a woman’s division with stores, spas and parlours across the city), but when a men only option pops up we get seriously excited.
The latest venture for Bamford sees George Bamford (the founder of the men’s grooming line) team up with his mum Carole (the mind behind Daylesford Organic Farmshops and Bamford women’s products). The pair have created a space where men can hang out, set in a handsome 19th-century tobacconist (which sits alongside Hermès and Montblanc in the world-renowned Royal Exchange). It will become a grooming hub where you can have one-to-one appointments with some of the industry’s experts.
We talked to George Bamford to find out more about the new store…
GQ: You have been selling products for some time, what made you want to open up a store now?
George Bamford: The concept for this store is quite unique: it will be the first space to bring together the Bamford London brand and the Bamford Grooming Department under one roof. I see it becoming the ultimate hub for gentleman’s luxury products.
The store space is amazing. It’s an old tobacconist’s shop established in 1851, and it’s tiny. There’s a hidden basement level that I’m really excited about – we’ll invite other brands that we love to pop-up in that space so that no two visits are ever the same. We’ll also be able to host private shopping appointments downstairs.
What can your customers expect to find in your new store?
The full men’s grooming collection from Bamford Grooming Department, which my mother and I created together. It brings together the very best in organic skincare and wellness products for men. We’ll also offer some of the core Bamford Bath & Body collection.
Alongside grooming, the store will stock an edit of Bamford London watches and accessories which will evolve constantly. The pop-up space downstairs will also change on a regular basis. We want to surprise our customers with something new every time they visit.
You’ve mentioned that the location was previously a well-known tobacconist establishment. What made you choose this location for your store in particular?
The store is a tiny space that is filled with old world charm. Aside from its winning location (it’s at 33 Threadneedle Street and is part of the Royal Exchange which is home to a collection of world-class luxury brands), it presented a unique challenge that I couldn’t resist: how to modernise it for today’s customer while also retaining its character and history, and all in such a compact space.
I love its traditional façade, and as we worked on the renovations, we discovered so many layers of history hidden inside. I think we’ve ended up with a store that beautifully balances the past, present and future of retail.
Do you have any plans to expand the amount of stores you have?
You’ll have to keep an eye on us to find out…
You are well known for your bespoke watches but have collaborated with your mother Carole on this grooming range, what’s it like working with family?
The signature Bamford Grooming Department fragrance is a blend of vetiver, agarwood and dark amber. The vetiver was inspired by my father, as it was one of my oldest memories as a child to have him spray that scent. The rest of the collection followed from there and brings together our combined knowledge and passions – my mother’s unwavering commitment to organic production, and to finding more sustainable ways of living and my own passion for stylish design that is supremely functional.
What makes Bamford stand out in a saturated market?
Bamford is more than just a brand. It’s a way of living that is, at its heart, about wellness and wellbeing. Across all categories of the business Bamford uses the very finest materials that nature produces, sensitively and sustainably, to create beautiful products and experiences.
Bamford London was born from many years of experience as an industry-leading luxury brand, where the spirit of personal choice has always been the cornerstone of the Bamford philosophy. All of our products are created to order using superior quality materials, and will undoubtedly prove the ultimate accompaniment to any refined lifestyle.
Bamford Grooming Department is now open at 33 The Royal Exchange, Threadneedle Street, EC3V 3LP. bamford.co.uk