Carhartt selects Soho for London flagship

Carhartt WIP, the lifestyle and apparel branch of the classic workwear brand, has signed for a new flagship store in Shaftesbury Capital’s Soho neighbourhood.

The 4,000 sq ft store at 33-35 Brewer Street will stock the brand’s seasonal men and women’s collections, as well as gadgets, accessories, and collaborative projects.

Carhartt Soho will launch later this summer, with the brand upsizing from its current store on Brewer Street into a larger unit with Shaftesbury Capital’s portfolio.

The retailer will sit alongside complimentary retailers within Soho including A.P.C., Axel Arigato, END, and Paul Smith, and becomes the latest flagship site at the leading West End destination, following the likes of Wolf & Badger and PANGAIA.

The signing comes amid further renewal from existing tenants at the neighbourhood. Levi’s is undertaking a refurbishment of its store at 51 Carnaby Street; Astrid & Miyu will soon upsize into a new space on Foubert’s Place; and Scotch and Soda is returning to Carnaby Street, for what will be one of only two UK stores for the fashion brand.

Michelle McGrath, executive director at Shaftesbury Capital, said: “Soho is synonymous with creativity, authenticity, and cutting-edge fashion, so to have a leading brand such as Carhartt WIP, which encompasses all of these qualities, expands its footprint within our destination, cements its strong market positioning. Carhartt WIP has a great understanding of the West End customer, and we are proud of the relationship that we have built with them over time, culminating in this flagship signing. Their dedication to the neighbourhood is matched by other leading, international brands, similarly seeing the opportunity continued investment in Soho can create.”