Rolls-Royce's London showroom no longer sufficient

The luxury brand needs a new flagship dealership.

By: Dominik Wilde

Apr 8, 2019 at 3:40am ET

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During the early years of BMW's reign at the helm of Rolls-Royce the company only offered one model - the Phantom.

Now thanks to the German money, Rolls-Royce has been able to grow to offer a much bigger range of cars. That growth has been great for business - last year the company posted record sales figures - but it means that its flagship showroom on Berkeley Square in London is no longer fit for purpose.

As a result the company has been in discussion with property advisors over the last year to find a new suitable home for its main retail location.

That new home has been found, and building work at the new site in Mayfair, Westminster is expected to commence imminently.

"The Rolls-Royce showroom in London is our flagship store worldwide and I am delighted by the prospect of H.R. Owen moving to more representative and appropriate premises in Mayfair," said Rolls-Royce CEO Torsten Müller-Ötvös.

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To mark the occasion Rolls-Royce, along with dealer partner H.R. Owen will undertake a 'Progress Tour through the boroughs of London starting on 16 April, visiting Kensington and Chelsea, before moving on to Hammersmith and Fulham, Southwark, Wandsworth and Camden before finally arriving the new location in Mayfair later this year.

"We look forward to taking Rolls-Royce Motor Cars London to a number of the city’s boroughs en route to its new home in Mayfair," said Claus Andersen, Dealer Principal, Rolls-Royce Motor Cars London. "In the spirit of the brand’s innovative Social Hot Spot programme, highly Bespoke motor cars and lifestyle accoutrements will be presented at a number of noteworthy locations across the capital, ensuring that existing and prospective clients can begin their Bespoke journey in an environment that truly reflects their lifestyle."