Astrid & Miyu flagship leads trio of Soho openings

Shaftesbury Capital has announced a trio of openings in its Soho estate, including a flagship store for Astrid & Miyu.

The jewellery brand has opened a new store at 5-7 Foubert’s Place, in what is a significant upsize for the brand in Soho. Operating as House of Astrid & Miyu, the store offers a range of consciously-created jewellery along with new collection. In-store experiences include ear-piercing, tattooing, engraving, and welding.

Sharon Solis, director of retail at Astrid & Miyu, said: “Foubert’s Place was always a dream destination for our retail expansion, with a huge heartwarming response when we first opened our smaller unit a few years ago, and we’ve enjoyed being here so much that 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. It also means we can continue to serve the Soho and Carnaby Street customers that have contributed to that growth, with an even better experience and array of services than before.”

Meanwhile, eyewear brand Jimmy Fairly has opened just a few doors away at 10 Foubert’s Place. Dubbed by the brand as its “most exciting store yet”, Jimmy Fairly Soho will look to marry Parisian style with affordable quality.

Jimmy Fairly and Astrid & Miyu sit alongside the likes of Mango Teen and Sculpted by Aimee, which both made their UK debuts in Soho within the past 12 months.

Also relocating in Soho with a new fit-out is Barbour, which has moved to 29 Carnaby Street. The brand – which offers a range of clothing and accessories – has been part of the Soho neighbourhood for nearly 15 years.

Barbour’s new store joins the recently opened PANGAIA on Carnaby Street, another brand that chose Soho to open its first-ever physical store. Barbour also recently opened a new concept store at Shaftesbury Capital’s Seven Dials neighbourhood in Covent Garden.