Maille opens first foreign boutique in London | RetailDetail

Maille opens first foreign boutique in London

Maille opens first foreign boutique in London

French mustard icon Maille has opened its very first foreign boutique on the Piccadilly Arcade in London. Now that it has had a taste of expansion, parent company Unilever wishes to expand “La Maison Maille” into New York, Montreal, San Franciso and Tokio.

Attraction for foodies

La Maison Maille’s London store will occupy 185 sqm of space, aiming to get the Brits tasting more than sixty types of mustard, dressings and pickle recipes that have the French company’s name. The biggest attraction are the exclusive mustard pumps, ‘pumping’ fresh mustard out of porcelain barrels like it was a custom at the royal courts several centuries ago.


Matt Hyland, partner at Cushman & Wakefield’s London Retail-team believes “La Maison Maille will be a popular addition to London’s expanding menu of premium French food brands. Perfectly positioned to take advantage of the high levels of Piccadilly footfall and the improving tenant mix in this part of London, the store is also located near other specialist food retailers such as Ladurée, La Maison du Chocolat, Caviar House and Fortnum & Mason.”


This is only the third store and first foreign one for the 260-year-old French mustard brand, known for its slogan “Il n'y a que Maille qui m'aille” (with the English version being “Only Maille can make me smile”) . It has a “Maison Maille” in Paris and one in Dijon, the mustard capital.


(Translated by Gary Peeters)

Questions or comments? Please feel free to contact the editors

C&A expands web shop to 11 new countries


Clothing chain C&A introduced another eleven countries to its web shop, instantly more than doubling the range of its online activities.

New Esprit CEO hails from New Look


Fashion chain Esprit will get a new CEO: Jose Manuel Martínez will leave the company and pass on the baton to Anders Kristiansen. New Look’s former CEO has to bring growth to Esprit, particularly through ambitious plans for China.

Dior exchanges Belgian CFO for British one


After eleven years as Dior Homme’s Chief Creative Officer, Belgian Kris Van Assche is to leave the fashion label to find new challenges. British designer Kim Jones will replace him.

Suitcase brand Rimowa cancels all dealer contracts


Suitcase brand Rimowa, part of luxury group LVMH since 2016, has stopped all of its dealer contracts. It wants to initiate a new procedure soon and only a fraction of the current dealers will get a new contract.

H&M disappoints once again


Swedish fashion chain Hennes & Mauritz had to present less than favourable results for its new fiscal year: investor trust has dwindled, now that sales in its home territory have also dropped for the first time in decades.

Bureau of Competition approves Yoox Net-a-Porter bid


The Italian Bureau of Competition has approved Swiss Richemont’s acquisition of Italian fashion webshop Yoox Net-a-Porter. The full bid, yet to be accepted, values the company at 2.7 billion euro.

Back to top