In Pictures: Wolf & Badger opens new flagship in London’s Soho
Wolf & Badger has opened its new 1,400 sq ft store at 102 Berwick Street in Soho, a relocation from its previous London store at Coal Drops Yard in King’s Cross, which closed on 15 January 2024.
The multi-channel retailer, which also has stores in New York and Los Angeles, offers an "ever-evolving curation of unique items from a dynamic range of over 100 independent and sustainable brands" across womenswear, menswear, jewellery, accessories and homeware.
Brands include Traffic People, Lita Couture, MNK Atelier, Mirla Beane, Rosanna Corfe, YAA YAA London and Julia Allert, amongst others.
The store, which has been designed by Augustus Brown Architects, boasts a minimalist interior "that embodies the Wolf & Badger signature style".
It has been designed to help facilitate deeper engagement with independent, online-native brands, providing a multi-channel platform for both retail partners and visitors.
The new space also aims to redefine the retail experience with a dedicated pop-up space hosting engaging activations, a floristry and plant shop, as well as a showroom for personal styling.
George Graham, Co-Founder of Wolf & Badger, said: "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."
Andrew Price, Executive Director at London landlord Shaftesbury Capital, added: "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."
