Wolf & Badger opens flagship Soho store

19th February 2024 | Jack Oliver

Multi-channel retailer Wolf & Badger has opened its UK flagship store in Shaftesbury Capital’s Soho estate.

Taking a 1,400 sq ft unit at 102 Berwick Street, the retailer’s Soho store will offer a range of products including womenswear, menswear, jewellery, accessories, and homeware from over 100 independent and sustainable brands.

The new store also features a dedicated pop-up space, a floristry, a plant shop, as well as a showroom for personal styling.

Wolf & Badger – which acquired B-Corp status in 2021 – looks to lead the way in the sustainable fashion movement. The space has been designed to help facilitate greater engagement with independent, online-led brands to create a multichannel platform for retail partners and visitors.

Andrew Price, executive director at Shaftesbury Capital, said: “Wolf & Badger’s relocation to Soho is a sign of the strength of our portfolio, reaffirming the West End’s appeal and the opportunities we create for leading brands to thrive here. Wolf & Badger’s new store delivers a unique experience, fitting seamlessly with our tenants across Soho, and further demonstrates our role as the chosen destination for UK flagships and milestone sites for physical retail.”

George Graham, co-founder of Wolf & Badger, added: “We are excited to have opened our Wolf & Badger flagship in the heart of the West End. Soho is a globally recognised destination and home to many leading fashion and lifestyle brands, complementing our offer of sustainable and ethically sourced products. This store marks a milestone moment for us as we expand our presence, and we look forward to embedding ourselves within the Carnaby and Soho community and encourage more visitors to shop responsibly.”

Wolf & Badger joins a number of recent openings within Shaftesbury Capital’s Soho estate, including Abercrombie & Fitch, beauty brand Sculpted by Aimee, jewellery brand TwoJeys, and skincare brand Malin & Goetz.


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