Shaftesbury Capital has confirmed that US fashion brand Edikted will open its first European standalone store at 52–55 Carnaby Street, marking the brand’s debut outside the United States. The opening adds to Shaftesbury Capital’s Soho portfolio of physical launches from digital-native retailers.
The 4,800 sq ft store will be located opposite TALA, which also made its UK debut on Carnaby Street with Shaftesbury Capital following its online success and subsequent physical launch. Edikted’s new flagship will offer women’s apparel and accessories influenced by streetwear, runway fashion, and current trends.
Edikted joins a growing list of brands that have selected Soho for their first physical locations, including ALOHAS and Sheep Inc, as well as earlier entrants such as END. and Axel Arigato.
“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.”
William Oliver, Director of Retail & Restaurant Leasing, Shaftesbury Capital
“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.”
Mina Fam, Head of Retail, Edikted
The announcement follows the recent opening of US backpack brand Eastpak’s first UK flagship at 35 Carnaby Street, underlining the area’s appeal to international brands seeking a London base.
