In Pictures: Edikted unveils debut European store on London’s Carnaby Street

US fashion brand Edikted opened its highly anticipated 4,800 sq ft flagship store at 52-55 Carnaby Street in London at the weekend, marking its first standalone store in Europe and first location outside of the US.

News of the opening was first reported in January, but now the store is finally offering Edikted’s complete range of “street style and runway-inspired womenswear”, as well as accessories, to Londoners and visitors to the capital.

Mina Fam, Head of Retail at Edikted, said: “Carnaby Street is one of London’s busiest and most iconic shopping streets, making it the ideal location for our first European store. This opening allows us to bring something exclusive to UK customers, offering a carefully curated range of apparel and accessories they can’t find anywhere else.

“Surrounded by standout brands and a style conscious audience, we’re able to build on the success we’ve achieved in the US, while establishing Edikted as a must visit brand in Europe.”

William Oliver, Director of Retail & Restaurant Leasing at London landlord Shaftesbury Capital, added: “Welcoming another UK debut reinforces Carnaby Street and Soho’s reputation as one of Europe’s most influential fashion destinations.

“Carnaby Street provides brands like Edikted with the perfect opportunity to reach a broad, trend savvy audience, while complementing its line-up of distinctive brands that each have huge pull.”

Shaftesbury Capital has also reported that Italian fashion brand Subdued has signed for an upsized 4,400 sq ft store at 14-18 Foubert’s Place, just off Carnaby Street, marking its “next stage of growth” following its London debut at 12 Foubert’s Place in 2019.

Oliver added: “Subdued’s expansion also highlights Soho’s role as a launchpad for brands to flourish in the UK market, because it has everything a digitally native brand needs to translate online presence into bricks-and-mortar success.”