This will be the first European store for Varley, the fashion brand ‘rooted in movement’ that designs classic, elevated, stylish and functional clothing for women.
Founded by husband-and-wife duo Lara and Ben Mead in Los Angeles in 2015, the performance and wellness brand champions quality and community; contemporary collections are highly technical, crafted from patented technologies and self-made fabrics designed to enhance every workout; and shoppers can expect a programme of in-store events inspired by an active lifestyle.
The store has been signed on a five-year lease and will span 2,203sq ft in a prominent position on the King’s Road, alongside nearby new arrivals Lampoo, Reformation and self-portrait.
Lara Mead comments, “Opening our first store in Chelsea is an important moment for Varley. We wanted to make a statement about our commitment to being here in the UK, especially as the market for contemporary wear in the UK and Europe continues to grow. The store that we have taken is just beautiful, with the most amazing windows. Then there’s the fascinating history of the King’s Road – it is an amazing place to open our flagship.”
