Winged Boots is set to open its first high-street store this May, more than 15 years after the initial launch of the business. 

The luxury concierge agency has secured a covetable retail unit in Shenfield, which is already home to a large proportion of its loyal client base. 

The Essex suburb also holds fond memories for managing director David Ox and his brother Daniel, both of whom received a bursary as teens to attend the local Brentwood School. They continue to have a strong affiliation with the leading college, becoming the first company to sponsor a bursary for a sixth form student in 2024. 

“After so much history here, this feels like the final piece of the jigsaw,” Ox told TTG Luxury.

The decision to open a shop comes at an already exciting time for the agency; bookings have been steadily growing, with the team celebrating a record year in 2024. 

As for what clients can expect from Winged Boots’ inaugural store, Ox said the interiors will be bright and modern to reflect the “young energy” of the company.

A rendering of the shop floor, created by the same designer behind Sunseekers Travel’s offices, depicts an airy space with high ceilings and glazed walls. An L-shaped wraparound sofa with accent cushions anchors an area rug, while china tea cups and saucers have been displayed on the glass coffee table to reflect the luxury feel the agency is hoping for. 

“The modern look fits in with the brand,” Ox said. “If you compare us to some of our competitors in the luxury travel industry, we’re like the new kid on the block!” A focal point will be its sleek digital wall display, which will function as both a decorative and marketing feature. “The wall is taking it to another level,” he added.  

All furniture can also be easily removed to allow the shop to also be used for events, which are integral to Winged Boots’ marketing strategy. Last year, the company hosted 470 clients across 12 events, so Ox said it was important the space be able to double for entertaining purposes. 

Ox said he also sought advice from Mark and Stuart Swords of Swords Travel, who have enjoyed huge success since opening their plush store in Wimbledon Village last year. 

“They invited me to the shop and they were absolutely gentlemen,” he says. “They couldn’t have been more generous with their time.”

Ox believes Winged Boots’ high street presence will attract new clients to the company, which has traditionally sold to “families, middle-aged travellers and entrepreneurs.” 

“Our retail shop will focus on multi-destination holidays and long-haul travel to Asia, Africa and the Americas - trips that require a lot more time to put together,” he says. “We expect to find an older demographic visiting our store, people who may be retired, or have more time on their hands.” 

Winged Boots is currently recruiting three travel agents to join their team, with the aim of bringing them in for training by April. 

As well as all the usual skills expected of a luxury travel advisor, Ox said he is looking for candidates who are passionate about quality over quantity. “We’re not looking to do hundreds of thousands of bookings,” he says. “We want people who are interested in building one off-experiences, and keeping the client. Our whole business model is about customer retention; we had a repeat rate of 70% last year!” 

Always with an entrepreneurial spirit, David and Daniel first started out in travel together in 2002, specialising in Florida and Dubai. They soon started working with fellow siblings, George and Harry Hastings and the four launched Ocean Holidays in 2013, which now includes Ocean Florida, Ocean Beds and Winged Boots.