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New Bond Street store

"The brand started in England," said its chief executive Harry Slatkin in a weekend interview with the Independent. "When it was bought by Italians [in the 1990s], it started to lose its way and lose its language. We wanted to make a firm commitment that it is back in England and that we're proud to be an English brand." The fashion brand has also enlisted fashion guru Tommy Hilfiger as an investor and consultant.

British luxury brand Belstaff is paying a record £3m for a new store on Bond Street in London as the upmarket street cements its position as a shopping destination for wealthy tourists.

Property experts said Belstaff – which is worn by celebrities such as Angelina Jolie, Johnny Depp and Victoria Beckham – had set a "record" for the highest rent paid on Bond Street for a new open market letting. The brand, part of the Labelux group that also owns Jimmy Choo, has taken a 20-year lease on the entire six storey building, which is to be renamed "Belstaff House". The retail space totals 25,000 sq ft and the store's neighbours will include high-end fashion brands including Miu Miu and Fendi.

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