Winged Boots opened its first store in Shenfield on Thursday, six months after announcing plans to invest in a retail space. 

Sponsored by Jumeirah, the launch event saw a mix of clients, suppliers and local businesses come together to celebrate the company’s milestone and hear more about its offerings. 

A number of VIP guests were in attendance, including deputy mayor of Brentwood, Cllr Nicky Cuthbert, and Matchroom Sports’ Barry Hearn OBE, who has been a long-term customer of Winged Boots. Representatives from Brentwood School, which offers a bursary sponsored by the luxury travel business, were also present. 

“It all went off without a hitch really. We were really pleased and we had a great turnout,” David Ox, co-founder of Winged Boots, told TTG Luxury. 

“Everything was laid out really nicely – there was a red carpet outside for photos, and then we [Ox, Hearn and Cuthbert] got our cannons and did a countdown.” 

Inside, champagne, wine and canapes were served by Liquorice Essex, and flowers were provided by Casablanca Florists. Guests were also invited to enter a raffle with prizes that included afternoon tea and a spa day at Jumeirah Carlton Tower. 

Ox said that the store is a “physical extension” of the “elevated” service Winged Boots has been offering customers since its 2008 launch. 

“It’s going to help us further those relationships so we really understand what people want from a holiday,” he explained, before adding: “The location is amazing too. It’s on a corner plot, right where a main road intersects another main road. You’ve got so much through traffic there.” 

Ox also addressed the potential confusion over opening a high street store in a sector which seems to be becoming increasingly digital: “I know it raised a few eyebrows from our competitors, it felt like we were going against the grain.” 

But after careful consideration and consulting with industry peers like Mark and Stuart Swords, Ox came to realise the value of a bricks-and-mortar business. 

“I think the high street is making a comeback at the high-end of the market. People want that one-to-one service, especially with the rise of AI. There’s almost been human pushback.” 

Winged Boots’ in-store experience will tap into this need for human connection, offering customers a highly personalised service from first contact. 

“After they make an appointment for the initial consultation, we will contact them to introduce ourselves and find out more about what they’re looking for,” Ox said. “We’ll also ask them what their preferred tipple is. We have everything from tea and coffee to champagne and Johnny Walker Blue Label whisky.” 

He added that while the store will accept walk-ins, it is preferred that customers first book an appointment online.