Women’s sports brand latest independent to open under Westminster’s Meanwhile On initiative
Women’s sports retailer Style Of Our Own London (SOOO) is set to open at 245 Regent Street, becoming the latest independent retailer to benefit from Westminster Council’s ‘Meanwhile On’ initiative.
Founded by Laura Youngson of IDA Sports, SOOO will bring women’s sports gear and merchandise from over 20 small UK businesses – most of which are mainly available online – to shoppers on Regent Street.
Customers at SOOO will also be able to test out equipment on the shop’s three-a-side football pitch, and attend events including talks, workshops, and organised runs.
SOOO was selected from over 800 applicants for Westminster City Council’s Meanwhile On project, which looks to provide innovative brands with access to high-profile retail spaces. The project gives brands significant relief on business rates, budget for store design, and support from retail experts.
Councillor Geoff Barraclough, cabinet member for planning and economic development at Westminster City Council, said: “We launched the Meanwhile On programme to bring fresh, independent brands into some of the most iconic retail spaces in the world and SOOO is a brilliant example of that vision in action. This project supports the long-term health of West End retail by reactivating vacant units with creative, purpose-driven businesses. It’s not just about filling empty shops, it’s about creating dynamic, modern experiences that will bring people back to our high streets.”
Laura Thursfield, leasing director of retail at landlord The Crown Estate, added: “Regent Street has long been home to ‘firsts’ in the retail and fashion world, such as the recently announced and much anticipated opening of SKIMS’ first store in Europe, and so it is only fitting that we support Style of Our Own in creating a hub for women’s sport. It is a source of great pride that we are welcoming this exciting platform for women’s sport to the heart of the West End, while providing a space for small businesses to showcase their products in an iconic shopping destination.”