It was devastating to see Chiltern Street’s most famous resident, the celebrity and fashion-crowd favourite Chiltern Firehouse, up in flames. It’s an iconic destination that will leave a hole in London’s hospitality scene while it is closed.

But while the hotel has been the setting for the headlines, there is so much more to Chiltern Street than Firehouse. It’s a haven for independent brands, creative collaborations and coveted pop ups. So in the wake of the blaze, we want to shine a light on the other incredible businesses that call this beautiful street home.

Chiltern street gets its name from the Grand Central Railway route to the Chiltern Hills which ran into Marylebone station. The stunning Victorian gothic architecture of the red brick period buildings make it one of the prettiest roads in the West End, with tourists eagerly snapping away to brag about the hidden gem they’ve discovered just a stone’s throw from Oxford Street. Owned and managed by the Portman Estate, its also part of the first London estate to achieve B Corp certification for its commitment to social and environmental performance and transparency.

Over recent years, Chiltern street  – which is now fully let – has become a sought after location for independent creative retailers. This is the shopping destination for those who don’t want the same as everybody else. Cult Danish retailer Anna and Nina are the latest to snap up space, with their new store coming to number 54 next month. The Street has a particularly strong menswear offering –  Oliver Spencer, Trunk Clothiers, John Simmonds and Sunspel to name a few – but the retail offer here is wide, with a tenant mix that includes Monc eyewear, Cire Trudoin’s luxurious candles and Sabre Paris’s iconic cutlery collection.

How has Chiltern Street become a haven for innovative independent retailers?

Bruce Gillingham Pollard’s London Retail team have worked with Portman Estates to curate Chiltern Street’s renowned ecosystem of likeminded luxury operators since 2022. The established presence of other creative boutiques and status as an independent retail hub makes it an appealing prospect for an innovative independent brand looking to build a connection with consumers. “The tenant mix on Chiltern is unique, ”says Lizzie, London Retail Director.  “Some of our operators are internationally established brands such as Sabre Paris and Jacques Marie Mage who want their first – and often only –  London store within a sought after, quintessentially English setting. The British brands are drawn to the creative boutique hub and are attracted to this location as they favour building their business with loyal and repeat customers.”

Then there’s the aspirational, style conscious groups that come to the area to shop, with ’Prosperous professionals’ and ‘Up and Coming Urbanites’ forming two of the key Acorn groups within the area’s footfall – more than 15% higher than other streets in the surrounding area.

The incredible architecture and desirable location of Chiltern Street has also made it a target for pop ups and collaborations. Global beauty sensation Rhode opened its first London pop up on Chiltern Street last summer, with trending clips on TikTok scanning the five hour queues. Then there was the Monocle X Gucci pop up; cue another TikTok moment, as crowds rushed to witness the iconic coffee spot’s fashion makeover and bag one of those Gucci X Monocle cups in Ancora – the shade of Gucci’s new collection.

Brand collaborations are a recurring theme. Recently, Grandiosa X Cult Gaia brought customers into the artisan florist to experience the new fragrance, while neighbours Howmatcha offered a limited edition Cult Gaia matcha in honour of the occasion. Monc, another longtime resident, launched a collaboration with Monocle to create the Chiltern Monocle, a limited edition frame inspired by the street. These partnerships keep Chiltern Street firmly on the socials, maintaining footfall and building its reputation as a creative hub.

“The pop up/collab brand gets visibility from the location and great content for their socials, whilst the street benefits from a new customer coming into the area, such as last summer’s Rhode pop up,” says Lizzie. “It’s great to see Chiltern Street build a reputation as the home of cool brand collaborations.”

Firehouse is closed while for the refit, but Chiltern Street’s F&B offer remains strong, with Monocle Cafe, Chiltern Street Deli and newly opened Avo Bar fulfilling the tastes of the local residential, office and shopper catchment.

The street’s strong identity is an inspiring example of how an innovative tenant mix – underpinned by a strong sense of community and creative culture – can withstand a momentary interlude from it’s anchor.