Sheep Inc. has announced plans to open its first-ever physical store in London. Located on Newburgh Street in Soho, just off Carnaby, the space is being described by the brand as a ‘flagsheep’ store — a concept designed to go beyond retail by immersing customers in a full sensory experience.
“With our flagsheep store, we set out to create more than just a place to shop. It’s a sensory playground, designed to surprise, delight and fully immerse people in the world of Sheep Inc. We want every visitor to leave feeling part of our Flock,” said Edzard van der Wyck, Co-Founder and CEO of Sheep Inc.
The store is being developed to combine minimalist, gallery-inspired design with natural, sustainably sourced materials such as reclaimed wood, wool textiles, cork, and indoor greenery. According to the brand, this setup is intended to mirror pastoral landscapes and support its regenerative message. Among the planned features is the Softcore Room, where customers will be able to interact with ultra-soft New Zealand wool enhanced by soundscapes.
Tactile interaction plays a key role in the concept. The store will feature interactive displays and digital elements that guide customers through the production process, from sheep to finished sweater, encouraging touch and exploration as central components of the visit.
The design and build are being led by Mark Brown Studio, known for its collaborations with fashion names including Acne Studios and Hugo Boss. Brown’s approach is rooted in material sensitivity and brand storytelling, bringing a context-rich execution to the project.
The space will also include bespoke elements created by James Shaw, a designer known for transforming reclaimed materials into sculptural forms. For Sheep Inc., Shaw is developing furniture and fixtures including wool-inspired lighting and seating crafted from timber sourced in Camden.
Each design decision aligns with the brand’s commitment to sustainability and transparency. Using its Connected Dot QR code system, customers will be able to scan garments to access the full provenance of each item, view content on regenerative farming practices, and create their own sustainability data capsules.
Additional sensory components — from nature-inspired scents and ambient lighting to curated music — aim to deepen engagement and offer a distinctive retail atmosphere. The store’s development sets the framework for Sheep Inc.’s future physical presence, maintaining a consistent emphasis on ethical practices and immersive experiences.
