Korean beauty retailer PURESEOUL to open largest store yet on Carnaby Street

Korean beauty retailer PURESEOUL is set to open a flagship store at 11-12 Carnaby Street in London’s Soho, the brand’s largest location to date.

Opening in June, PURESEOUL’s 3,000 sq ft store will span two floors and include a range of experiential features, including a multi-use area on the ground floor. This can also be utilised as an activity space for pop-ups and workshops.

PURESEOUL will join other beauty and wellness brands in Soho including Grown Alchemist, MALIN+GOETZ, Sculpted by Aimee, and cosmetics brands such as Aesop and Byredo.

William Oliver, director of retail and restaurant leasing at Shaftesbury Capital, said: “PURESEOUL selecting Carnaby Street as the home of its flagship and largest store to date speaks volumes about the appeal of our neighbourhood, and how we resonate with next-generation, culturally-driven brands. PURESEOUL is a great example of a retailer which has been able to fuse the authenticity of Korean beauty and culture, offering the latest trends and experience-driven shopping, whilst encouraging curiosity amongst new consumers, and they will be right at home alongside our leading brand mix.”

This announcement follows the news that unisex footwear brand Autry has opened at 61-63 Beak Street in Soho, making its UK debut.

GCW advised PURESEOUL.