The store, which will be the digital brand’s first standalone outside of the US, will measure 4,800 sq ft, stocking an extensive selection of womenswear and accessories “inspired by streetwear, trending looks, and runway attire, adding to the neighbourhood’s dynamic fashion offer”, the area’s landlord/operator Shaftesbury Capital said.
Mina Fam, head of Retail at Edikted, said: “We’ve already experienced significant success across our locations in the US, so as we look to officially enter the UK market, it’s key we launch somewhere we can benefit from a dedicated and trend-savvy customer base.
“Carnaby Street has already established itself as a hub with a history of iconic flagship stores, in turn signposting it as a key location for us on the road to expansion. Surrounded by a mix of leading brands, we know we are in the right place to make our own mark.”
Edikted’s in good company too, with Shaftesbury having the knack of attracting digital-first brands to make store debuts in the Soho area, including near-neighbour Tata, plus Alohas, Sheep Inc, END and Axel Arigato.
William Oliver, director of Retail Leasing at Shaftesbury Capital, noted that Edikted “showcased [our] ability to translate online success into offline, offering prime locations for brands transitioning into retail environments”.
He added: “Along Carnaby Street and across Soho, we’ve introduced a number of debuts from leading online retailers, as it’s the perfect location for brands to recreate their digital presence through a physical retail experience.
“Launching on one of London’s busiest shopping streets means Edikted is well placed to replicate the brand’s phenomenal success at The Grove in Los Angeles and New York’s SoHo. Creating another exciting point of difference for Carnaby Street and reflecting exactly what our consumers want.”
