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Wolf & Badger has officially opened its UK flagship store at 102 Berwick Street in Soho, marking a significant development in its physical retail strategy. This initiative is part of Shaftesbury Capital’s broader vision to diversify its portfolio with a mix of high-quality retailers.

Spanning 1,400 square feet, the store presents a curated selection from over 100 independent and sustainable brands, offering products in womenswear, menswear, jewellery, accessories, and homeware. The store design includes a dedicated pop-up area, a floristry and plant shop, and a personal styling showroom, aiming to provide a more interactive shopping experience.

11 Wolf And Badger Soho Store

With B-Corp certification achieved in 2021, Wolf & Badger positions itself as a leader in ethical and sustainable fashion. The store’s minimalist design, created by Augustus Brown Architects, reflects the brand’s ethos and aims to enhance engagement with independent brands that are predominantly online.

The placement of Wolf & Badger’s flagship in Soho is aligned with Shaftesbury Capital’s strategy to enrich the West End’s retail landscape with leading brands, leveraging Soho’s reputation for providing a unique shopping experience.

Andrew Price, Executive Director at Shaftesbury Capital, commented on the opening: “Wolf & Badger’s relocation to Soho signifies the strength of our portfolio and reaffirms the West End as an attractive location for top brands. The store introduces a differentiated experience, aligning with our tenant mix in Soho and underlining our position as a key destination for retail milestones in the UK.”

2 Wolf And Badger Soho Store

George Graham, Co-Founder of Wolf & Badger, remarked on the significance of the new flagship: “Opening our flagship in the West End, particularly in Soho, represents a significant moment for us. Soho’s global recognition as a hub for fashion and lifestyle brands supports our mission of offering sustainable and ethically sourced products. We aim to integrate into the Carnaby and Soho community, promoting responsible shopping.”

The opening of Wolf & Badger’s flagship accompanies several other notable retail launches in Soho, including Abercombie & Fitch, Sculpted by Aimee, TwoJeys, and Malin & Goetz, further evidencing Shaftesbury Capital’s role in facilitating brand debuts and expansions in the region.


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