Shaftesbury Capital has announced the opening of US fashion brand Edikted’s flagship store at 52–55 Carnaby Street, marking the brand’s first standalone location in Europe.
The 4,800 sq ft store represents Edikted’s first bricks-and-mortar presence outside of the United States, introducing its trend-led womenswear and accessories offer to the London market. Located in Soho, the brand joins a growing cohort of digitally native retailers establishing physical concepts in the area, including TALA.
Alongside the Edikted launch, Italian fashion brand Subdued has committed to an expanded 4,400 sq ft space at 14–18 Foubert’s Place, reflecting continued demand for prime retail space in Soho and the ability of brands to scale within the district. This activity is part of Shaftesbury Capital’s ongoing leasing strategy across the West End.
“Welcoming another UK debut reinforces Carnaby Street and Soho’s reputation as one of Europe’s most influential fashion destinations. Carnaby Street provides brands like Edikted with the perfect opportunity to reach a broad, trend-savvy audience, while complementing its line-up of distinctive brands that each have huge pull. Subdued’s expansion also highlights Soho’s role as a launchpad for brands to flourish in the UK market, because it has everything a digitally native brand needs to translate online presence into bricks-and-mortar success.”
William Oliver, Director of Retail & Restaurant Leasing, Shaftesbury Capital
“Carnaby Street is one of London’s busiest and most iconic shopping streets, making it the ideal location for our first European store. This opening allows us to bring something exclusive to UK customers, offering a carefully curated range of apparel and accessories they can’t find anywhere else. Surrounded by standout brands and a style-conscious audience, we’re able to build on the success we’ve achieved in the US, while establishing Edikted as a must-visit brand in Europe.”
Mina Fam, Head of Retail, Edikted
The announcement forms part of wider leasing activity across Carnaby Street, including the forthcoming arrival of Sephora with a new boutique format opposite Edikted, and a UK debut for a refreshed Kookaï concept.
The opening signals Edikted’s entry into the European physical retail market, as digitally native brands continue to establish flagship locations in central London.
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