French skiwear brand Fusalp has opened a pop-up store on Brook Street in Mayfair, London W1. It is the brand's second address in the city, after its Chelsea location, according to Fashion United.

What is on offer

The boutique showcases Fusalp's Autumn/Winter 2026-27 collections. These bring together urban style and the world of skiing, with contemporary silhouettes, everyday pieces and technical mountain wear.

Inside the store

The pop-up is housed in a building where exposed brick and period mouldings meet contemporary design. The customer journey runs through several stages:

  • A first room that preserves the building's historical character.
  • An intermediate space housing the fitting rooms and checkout.
  • A second room beneath a glass roof.

Stylised fir trees guide shoppers between the spaces, a nod to the brand's Alpine heritage.

Why Mayfair

The opening strengthens Fusalp's omnichannel presence in the UK, where the company is developing its retail and e-commerce activities. It also works with a network of wholesale partners including Selfridges, Browns, Flannels, Harvey Nichols and Liberty.

Chief executive Pascal Conte-Jodra said: “The UK is one of our priority international markets, and a natural historical link, as we have been outfitting its national alpine ski team since 2021.” He added: “With this second location in London, we are moving from the slopes to the city, closer to our customers, all year round.”

Fusalp said the new location is part of its wider international development, with the aim of expanding its network and strengthening ties with both local and international customers.

Photo: Hassocks5489 at English Wikipedia, Public domain, via Wikimedia Commons.