Chiltern Firehouse has been back in the news recently, having reopened for a couple of high profile celebrity parties. Sadly, the world famous hotel, restaurant and bar remains closed to the public for now.

Dating back to 2010, the role of the Portman Estate’s partnership with the Chiltern Firehouse in transforming Chiltern Street into one of London’s most recognisable destinations can’t be overstated. But the really positive news is that since the hotel’s temporary closure, a series of dynamic new openings have reinforced the vibrancy of the area.The retail and F&B scene continues to thrive, offering some of the most coveted new retail and restaurant experiences in London.

Chiltern Street and its surroundings are at historically low vacancy levels

As sole agents on the Portman Estate, our team is tasked with curating a vibrant mix of independent retailers and market leading F&B operators to cater to the tourists, office workers and locals of Marylebone. Having worked on the instruction for 3 years, I’ve seen the market evolve — and I can confidently say that operator demand for space across the Estate is stronger than ever. Over the past six months, every available unit on Chiltern Street has received multiple competitive offers — often eight or more — reflecting the exceptional popularity of the location. Chiltern Street today is fully let or under offer, while the surrounding Portman Marylebone area encompassing Dorset Street, Blandford Street, Seymour Place and New Quebec Street are at a historically low vacancy rate.

Character and Community Drive Leasing Activity

The footfall statistics for Chiltern Street are good, but footfall is not the key driver of tenant demand at this location. The independent retailers and restaurateurs who choose to open here are not just looking for a site — they’re looking for a setting that values their individuality and tells their story. The street offers a distinct character within London’s retail environment, fostering a sense of destination rather than a transaction — a key consideration as the ‘flight to quality’ trend sees brands continue to seek out fewer, often smaller sites in premium locations.

Footfall Driving F&B Lettings

• Maset is a new Mediterranean restaurant and wine bar inspired by the Occitan region is currently soft-launching at 40 – 42 Chiltern Street. Created by the owners of the successful Michelin Guide restaurants Lurra and Donastia on Seymour Place, Maset opened last week in a unit which was subject to considerable interest from both retail and restaurant operators. As the only restaurant on the iconic red-bricked street, the site was destined for something special which Maset absolutely delivers.
• Similarly, the old FlowerHouse pub at 56 Blandford Street has been let to Public House Group for their new pub ‘The Hart’ following an incredibly competitive bidding war among London’s best restaurant and pub operators.
• Renowned hospitality name Angela Hartnett recently chose Portman’s Dorset Street as the location for the fourth Cafe Murano restaurant. The arrival of such a prestigious name has enhanced the F&B offering across the estate, with the restaurant being especially popular with locals.
• Cafe Murano and The Hart book-end The Portman Estate’s Chiltern Street holdings with two fantastic all-day dining venues, whilst Maset offers a third option situated centrally between the two. This bolstered food and beverage offering, bringing three new and diverse cuisines to the area supports and complements the curated boutique retail that Chiltern Street is well-known for.

Distinctive International Operators Diversifying Retail

When it comes to retail, Chiltern Street continues to attract distinctive, design-led brands; Amsterdam brand Anna & Nina brought its first London store to 54 Chiltern Street last year, and has landed with a pop of colour creating an eye-catching cherry red frontage.
Jacques Marie Mage has also opened its first London store at 20 – 22 Chiltern Street, on the Estate and is proving a very successful addition.
Behind the scenes we are working with a number of international fashion and lifestyle brands which will broaden the retail offering to a rounded mix of beauty, lifestyle, accessories and apparel.

Although we all look forward to the return of Chiltern Firehouse, the ongoing strength of demand across the Portman Estate speaks for itself. Chiltern Street’s blend of authenticity, individuality and quality continues to attract operators who want to be part of something distinctive. I look forward to seeing it’s uniquely vibrant mix of independent F&B and retail continue to thrive.