Outerwear brand to make West End debut on Carnaby Street

French outerwear brand K-Way is set to open its first store in London’s West End on Carnaby Street in Soho.

The brand will occupy a 1,400 sq ft at 26-27 Carnaby Street, offering a selection of outerwear and accessories for men, women, and children.

The now 60-year-old brand is backed by Permira, an investor partner that has supported the growth of dozens of retailers, including Carnaby Street and Covent Garden residents Dr Martens and Reformation.

William Oliver, director of retail and restaurant leasing at Shaftesbury Capital, said: “As one of London’s busiest shopping destinations, Carnaby Street is so often at the forefront of brands’ ‘must-have’ locations, and K-Way is no exception. We are focused on partnering with ambitious brands that elevate our customer mix and stand out in the West End, and the inclusion of K-Way is evidence of that approach. Its track record of partnership, collaboration with other quality brands and how it’s delivered, has created a real sense of excitement about what they can bring to Carnaby Street, and how our visitors will respond to it.”

Lorenzo Boglione, CEO of K-Way, added: “Our goal for K-Way is to pursue a path of structured growth and consolidation across Europe’s key markets. The opening on Carnaby Street represents a pivotal step in this strategy: an iconic location with strong cultural and creative relevance, that offers international visibility and direct engagement with a highly engaged community.”

This space, within the Shaftesbury Capital portfolio, places the brand alongside other retailers that are looking to establish a strong physical retail presence, including recent signing Edikted, which is set to make its European debut on Carnaby Street. The 4,800 sq ft flagship store will stock a selection of streetwear-inspired women’s apparel and accessories.