Cult LA-based brand Varley set to open its first UK global flagship

Loungewear and activewear label Varley, which uses patented fabrics to enhance performance, has announced that its first global flagship store is set to open on London’s King’s Road this summer.

The brand, which is also stocked at Selfridges, has signed with property manager Cadogan to occupy a unit at 110-112 King’s Road - situated in London’s Chelsea. This will be the first European store for Varley, the fashion brand ‘rooted in movement’.

The company has signed a five-year lease for the store, which will span 2,203 sq. ft in a prominent position on the King’s Road, nearby new arrivals Lampoo, Reformation and Self-Portrait. What's more, visitors to the new flagship can expect a programme of in store events inspired by an active lifestyle.

Founded by husband-and-wife duo Lara and Ben Mead in Los Angeles in 2015, the performance and wellness brand champions quality and community.

Not only is Varley’s minimal aesthetic tonal and clean, but its innovative design consists of moisture-wicking and quick-drying recycled polyester to help wearers remain cool and dry during workouts. What’s more, the highly technical fabrics are made with patented stretch technology that enables flexibility.

Lara Mead, Co-founder of Varely, said: "Opening our first store in Chelsea is an important moment for Varley. We wanted to make a statement about our commitment to being here in the UK, especially as the market for contemporary wear in the UK and Europe continues to grow. The store that we have taken is just beautiful, with the most amazing windows. Then there’s the fascinating history of the King’s Road – it is an amazing place to open our flagship."

James Stoll, Director of Asset Management at Cadogan, commented: "We look forward to welcoming Varley and its LA energy to the King’s Road. They will complement Cadogan’s growing portfolio of innovative retail brands seeking their first prime physical space to connect with their communities in strong neighbourhood locations. Their decision to open their first European store in Chelsea demonstrates the strength of the King’s Road as a vibrant shopping and lifestyle destination."