Shaftesbury Capital has announced the arrival of several new retail stores in Soho, adding to the area’s vibrant shopping landscape. Foubert’s Place has welcomed contemporary jeweller Astrid & Miyu and cult eyewear brand Jimmy Fairly, while Barbour has opened a new location on Carnaby Street, enhancing the variety of lifestyle and fashion retailers in the area.
Astrid & Miyu Upsizes with London Flagship Store
At 5-7 Foubert’s Place, Astrid & Miyu has launched its new London flagship store, which marks a significant expansion for the brand within Soho. Operating under the name House of Astrid & Miyu (HOAM), the new store offers an immersive shopping experience, featuring a broader selection of consciously created jewellery and showcasing new collections. This relocation allows the brand to enhance its in-store services, including ear-piercing, tattooing, engraving, and welding, providing customers with a more interactive and personalised shopping experience.
Sharon Solis, Director of Retail at Astrid & Miyu, reflected on the decision to expand within Soho: “Foubert’s Place was always a dream destination for our retail expansion… when the opportunity came to us to upsize on the same street, we jumped at it. The growth we have achieved in the past few years has been so rewarding, and that’s what made our new House of Astrid & Miyu (HOAM) London flagship possible.”
Jimmy Fairly Introduces Parisian Style to Soho
Jimmy Fairly has also opened a new store at 10 Foubert’s Place, bringing its signature glasses and sunglasses to the heart of Soho. The Parisian eyewear brand’s new location offers expert eye tests with state-of-the-art equipment, combining style with high-quality, affordable eyewear. This expansion into Soho reflects Jimmy Fairly‘s ongoing commitment to creating an enjoyable and accessible shopping experience for those in need of prescription glasses and stylish frames.
The addition of these two brands bolsters Foubert’s Place as a prime destination for fashion and lifestyle shopping, joining other recent openings such as Mango Teen and Sculpted by Aimee, both of which made their UK debuts in Soho over the past year.
Barbour Expands Its Presence on Carnaby Street
Barbour, a brand that has been part of the Soho community for nearly 15 years, has relocated to a new store at 29 Carnaby Street. The new space features a refreshed fit-out and continues to offer Barbour’s distinctive range of clothing and accessories, reinforcing the brand’s commitment to Shaftesbury Capital and to one of London’s most iconic shopping streets. The store’s new location aims to provide an enhanced shopping experience while maintaining the quality and heritage that customers expect from the Barbour brand.
The arrival of Astrid & Miyu, Jimmy Fairly, and Barbour adds to the growing list of notable brands choosing Soho for flagship stores and expansions. Carnaby Street has also seen the opening of PANGAIA, a sustainability-focused fashion brand that launched its first-ever physical store in the area. This wave of new openings underlines Shaftesbury Capital’s continued success in attracting high-profile retailers and enhancing Soho’s reputation as a top shopping destination.
