Fusalp Brings Its French Alpine Ski Chic to Mayfair With a New Pop-Up
The French skiwear house brings Brook Street a glass-roofed space of exposed brick, Christmas trees and slopes-to-city looks — plus six pieces to shop now.
Fusalp is taking the chalet to Brook Street. The French skiwear house has opened a pop-up boutique in Mayfair, its second London address after its Chelsea boutique, and it arrives just as the capital starts thinking about first tracks in Verbier and Val d’Isère.
The new space at 27-29 Brook Street showcases the Autumn/Winter 2026–27 collection, which Fusalp frames as the point where urban style meets the world of skiing: contemporary silhouettes, everyday essentials and technical mountainwear built around performance, comfort and French elegance.
Photo Credit: Courtesy of Fusalp
The building does a lot of the talking. Exposed brickwork and period mouldings meet a contemporary interior, and the boutique unfolds across a series of interconnected rooms. The first keeps the building’s historic charm, leading into a central area for fitting rooms and checkout before opening onto a second room bathed in natural light beneath a glass roof. Christmas trees run throughout as a visual thread, a quiet nod to the Maison’s Alpine roots — and, frankly, the most on-brand holiday décor on the street.
Mayfair is a strategic move as much as a pretty one. In the U.K., Fusalp pairs its own retail and e-commerce with wholesale partners including Selfridges, Browns, Flannels, Harvey Nichols and Liberty, and since 2021 it has been the official equipment supplier of GB Snowsport, the British Alpine and Para-Alpine ski team.
Photo Credit: Courtesy of Fusalp
“The UK is one of our key international markets and a natural fit for Fusalp, with whom we have a longstanding connection through our partnership with the British Alpine ski team, which we have equipped since 2021. With our second London address, we are bringing Fusalp from the slopes into the city, closer to our customers all year round,” said CEO Pascal Conte-Jodra.
The brand’s backstory explains the confidence. Fusalp was founded in Annecy in 1952 by master tailors Georges Ribola and René Veyrat, whose first creation, the fuseau ski pant, gave the house its name: Fuseau des Alpes, later shortened to Fusalp. Approaching its 75th anniversary, it now runs 52 boutiques, from Val d’Isère to Paris, Zurich and London, and is distributed in around 30 countries.
Fusalp Mayfair is open at 27-29 Brook Street, London, Monday to Saturday from 10 a.m. to 7 p.m. and Sunday from 12 p.m. to 6 p.m.
Photo Credit: Courtesy of Fusalp
Shop the Fusalp Autumn/Winter 2026–27 pieces now:
Photo Credit: Courtesy of Fusalp
The house fuseau, cut in windproof stretch softshell with pre-shaped knees, slim enough for a city weekend.
Fusalp Iwaga Down Jacket, $1,740
Photo Credit: Courtesy of Fusalp
A waterproof down jacket with a faux-fur collar and a drawstring balloon hem, built for the commute as much as the cold.
Fusalp Barsy Velvet Down Jacket, $1,910
Photo Credit: Courtesy of Fusalp
A boxy down jacket in stretch beige velour. The après-ski texture works in the city as well as it does on the mountain.
Photo Credit: Courtesy of Fusalp
Men’s matte stretch-twill coat with a fur-lined hood, the clearest slopes-to-city piece in the line.
Fusalp Berlioz Down Jacket, $2,270
Photo Credit: Courtesy of Fusalp
A water-repellent stretch-twill down jacket, the more technical end of the men’s ski edit.
Photo Credit: Courtesy of Fusalp
Merino wool and cashmere with a vintage diamond jacquard at the chest, the everyday layer we’d reach for first.
For more Fusalp, revisit the label’s Chloé × Fusalp winter capsule.
Frequently Asked Questions
Where is the new Fusalp boutique in London?
27-29 Brook Street, Mayfair; the brand’s second London address after Chelsea.
What collection does it carry?
Autumn/Winter 2026–27, mixing urban silhouettes with technical mountainwear.
What are the opening hours?
Monday–Saturday 10 a.m.–7 p.m.; Sunday 12 p.m.–6 p.m.
Is Fusalp linked to British skiing?
Yes; since 2021 it has been the official equipme
Where else can you shop Fusalp in the U.K.?
Its Chelsea boutique, fusalp.com, and wholesale partners including Selfridges, Browns, Flannels, Harvey Nichols and Liberty.
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