K-Way expands UK retail footprint with new Covent Garden store

French outerwear brand K-Way is set to open a new store in Covent Garden’s Seven Dials in October, marking its third store in the UK.

The 1,200 sq ft store will open at 19 Earlham Street and will stock K-Way’s outerwear, fleeces and apparel for men, women and children.

The opening follows the brand’s return to the UK retail market in 2025, when it opened a combined K-Way, Sebago and Superga store on London’s King’s Road. It subsequently opened a second K-Way location on Carnaby Street.

The new Covent Garden store also marks K-Way’s return to the area. The brand previously operated a store on Henrietta Street, which closed following the Covid-19 pandemic and Brexit.

In an interview with TheIndustry.fashion last year, Lorenzo and Alessandro Boglione, co-CEOs of K-Way owner BasicNet, said the company was looking for another standalone London location following the King’s Road opening.

“We are already looking for another London location, so the King’s Road is the first one – but not the last one,” Alessandro Boglione said at the time. “Hopefully we will find another location this year, but the priority is to find the right store.”

He added that the company wanted to build K-Way’s brand awareness in London before expanding further across the UK.

Lorenzo Boglione, CEO of BasicNet, said the opening of the Covent Garden store marked “another important milestone” in the company’s UK strategy.

“Following the successful openings on King's Road in 2025 and Carnaby Street in 2026, Covent Garden was a natural next step: one of the city's most iconic destinations, renowned for its shopping, culture and international visitors,” he said.

“As we continue to expand our retail network, our goal is to offer an immersive brand experience that fully expresses K-Way's heritage, innovation and contemporary lifestyle vision.”

William Oliver, Director of Retail & Restaurant Leasing at Shaftesbury Capital, said K-Way’s decision to open a second location within its portfolio reflected the appeal of Covent Garden and the brand’s existing presence on Carnaby Street.

K-Way was founded in Paris in 1965 and is known for its packable waterproof windbreaker. The brand has since expanded into knitwear, T-shirts, fleeces and accessories, with its colourful rainwear remaining at the centre of the offer.

BasicNet acquired K-Way in 2004. In 2025, it also acquired US outerwear brand Woolrich for €90 million (£97.5 million), adding the business to a portfolio that includes Kappa, Superga and Sebago.

The new K-Way store will open in October at 19 Earlham Street, Covent Garden.