US fashion brand to make European debut on Carnaby Street

Shaftesbury Capital has signed American fashion brand Edikted for its first store in Europe in Soho, London.

Situated at 52-55 Carnaby Street, the 4,800 sq ft space will stock a range of women’s apparel and streetwear. The store will be located opposite TALA, which also made its UK debut with Shaftesbury Capital following online success.

Edikted’s arrival follows the recent openings of ALOHAS and Sheep Inc, which also chose Soho for their physical store debuts.

William Oliver, director of retail and restaurant leasing at Shaftesbury Capital, said: “Along Carnaby Street and across Soho, we’ve introduced a number of debuts from leading online retailers, as it’s the perfect location for brands to recreate their digital presence through a physical retail experience. Launching on one of London’s busiest shopping streets means Edikted is well placed to replicate the brand’s phenomenal success at The Grove in Los Angeles and New York’s Soho. Creating another exciting point of difference for Carnaby Street and reflecting exactly what our consumers want.”

Mina Fam, head of retail at Edikted, added: “We’ve already experienced significant success across our locations in the US, so as we look to officially enter the UK market, it’s key we launch somewhere we can benefit from a dedicated and trend-savvy customer base. Carnaby Street has already established itself as a hub with a history of iconic flagship stores, in turn signposting it as a key location for us on the road to expansion. Surrounded by a mix of leading brands, we know we are in the right place to make our own mark.”

This announcement follows the news that US backpack brand, Eastpak, recently opened its debut UK flagship store at 35 Carnaby Street. The new store showcases the brand’s core collections of backpacks, luggage, and accessories.