Australian womenswear brand Kookaï has opened its first permanent UK boutique on Carnaby Street, marking a strategic move into physical retail in London following growth across its digital channels.
The 1,800 sq ft store at 37 Carnaby Street introduces the brand’s refreshed retail concept to the UK market. The boutique showcases womenswear designed exclusively from Kookaï’s Melbourne studio, spanning fashion-led pieces, tailored suiting, structured separates, knitwear and everyday wardrobe staples.
Founded in Melbourne in 1992 by Robert Cromb and Danielle Vagner, Kookaï is an Australian-owned womenswear business with boutiques across Australia, New Zealand and Europe. The brand is independent and not affiliated with the French brand of the same name.
Kookaï said its UK digital growth, supported by an engaged customer base and content creator community, had informed the decision to establish a permanent store. The Carnaby Street boutique has been designed as an adaptation of the brand’s Australian retail concept, reworked for London with a darker and warmer palette intended to create an elevated and inviting environment.
The business remains led by Managing Director Rob Cromb, with CEO Viktor Vagner-Cromb and Creative Director Bianca Vagner-Cromb involved in its next phase of growth. Kookaï operates a vertically integrated production model through its own manufacturing facilities in Fiji and Sri Lanka.
“Opening our UK debut on Carnaby Street is a major milestone for Kookaï, being the perfect location to really cement our position in the market. The destination offers unmatched visibility, as well as the opportunity to sit alongside other like-minded, global brands. The success we’ve seen so far with the new iteration gives us real confidence in the brand’s future, and this launch marks the beginning of a fantastic relationship with UK consumers.”
Bianca Vagner Cromb, Creative Director of Kookaï
The opening forms part of a wider series of fashion lettings on and around Carnaby Street. Shaftesbury Capital said the arrival of Kookaï reinforces Soho’s role as a platform for international retailers entering the UK market.
“Both Kookaï and K-Way are great additions to Carnaby Street, bringing something distinct that will resonate with our visitors and contribute to the street’s constant evolution. Carnaby Street’s mix of best-in-class retailers sets it apart from other retail destinations across the UK – welcoming firsts like Edikted, TALA, and Eme Studios. We’re confident Kookaï and K-Way will add to that unique dynamic.”
William Oliver, Director of Retail & Restaurant Leasing at Shaftesbury Capital
K-Way has also opened on Carnaby Street, taking a 1,400 sq ft flagship at 26-27 Carnaby Street for its West End debut. The French outerwear retailer stocks menswear, womenswear, childrenswear and accessories at the site.
Kookaï and K-Way will be joined by Spanish streetwear brand Eme Studios, which has signed to open its UK debut at 57 Carnaby Street. The additions follow recent debuts from Edikted, TALA and ALOHAS in the wider Soho area.
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