Autry’s rebirth continues with opening of first UK store

Autry, the US sneaker brand founded by Jim Autry in Texas in 1982 which first came to prominence for its ‘Medalist’ tennis shoe, has opened a 2,600 sq ft store at 61-63 Beak Street in London’s Soho – its first-ever store in the UK.

Autry was once one of the leading sportswear brands in North America, noted for its shoes being adorned with a small US flag along the brand’s logo. It primarily focused on designing shoes for tennis, running and aerobics, and had its prime years from the early 80s to early 90s.

It had been mothballed for almost 20 years, but was revived in 2019 by Italian entrepreneurs including Marco Doro, Alberto Raengo and Gino Zarrelli.

Then, in 2021 it was taken over by the Made in Italy Fund, managed by Italian asset management group Quadrivio, along with fashion consultancy, Pambianco.

Another twist in the brand’s ownership came in March 2024, when Autry was acquired by Style Capital, an Italian private equity fund founded by Roberta Benaglia.

Benaglia, who is also the CEO of Style Capital, said: "The opening of Autry’s first flagship store in London marks a pivotal moment in the brand’s journey. It’s more than a retail milestone, it brings Autry’s iconic values to life through a space that reflects our identity.

"London, with its cultural vibrancy and global spirit, was the natural first stage for this step. This boutique represents a new chapter in our strategy to build a strong international presence and connect with our global community, combining authenticity, quality, and a bold vision for the future."

Will Oliver, Retail and Restaurant Director at London landlord Shaftesbury Capital, added: "Autry’s debut UK store continues to spotlight the unparalleled appeal of Soho.

"Its reputation for firsts and our emphasis on creating a world class environment for consumers is why Soho is so often a primary target for international brands looking to make their mark in the UK."

Autry joins a series of names on Soho’s Beak Street, including Grown Alchemist with its first UK store, as well as Ganni and Samsøe & Samsøe. Meanwhile, "digitally native" activewear brand Tala this week announced the opening of its 2,000 sq ft store at 3-4 Carnaby Street will be on 24 May.