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Nicce to step up DTC strategy with Carnaby Street flagship store

Tom Bottomley
07 February 2022

UK streetwear brand Nicce is to open a 1,400 sq ft flagship store at 57 Carnaby Street this spring as part of its “continued investment in direct-to-consumer.”

Spanning two floors, the new opening will be the brand’s second store in London, having opened its first at Wembley Park’s London Designer Outlet in September 2020.

The flagship store opening is set against a backdrop of strong, double-digit growth over the past few years and continued global reach through the brand’s retail partners and online store.

The new space, on the corner of Carnaby Street and Beak Street and formerly the Pretty Green store, will also host a variety of dynamic events and customer activations, expanding out from the brand’s N-Studio division, acting as “a hub to inspire, support and nurture the Nicce consumer”.

Matt Bullock, Chief Commercial Officer at Nicce, said: “The opening of our Nicce flagship store in Carnaby is part of our continued investment into direct-to-customer, and it’s important that we chose a location in line with our target audience needs. The Carnaby neighbourhood has established itself as both an iconic location and destination for fashion brands, and there is an opportunity to introduce Nicce to the area to connect with our existing customer base and reach a new audience.”

Samantha Bain-Mollison, Retail Director at London landlord Shaftesbury, commented: “We are happy to announce that Nicce will open their first physical flagship store on Carnaby Street in such a prime location under the iconic ‘Welcome to Carnaby Street’ arch. We are looking forward to being a part of Nicce's new direction and are excited about the future of the brand.”

This year marks an exciting time for the Nicce brand, with a new collection and direction set to be unveiled over the next few months.

Bullock added: “This year at Nicce we are evolving our brand positioning and introducing new product lines to market. A retail space provides a physical touchpoint that we believe is truly important to driving brand metrics and compliments our wider marketing mix.

“We are looking forward to launching the Nicce flagship store this spring and will continue to evaluate opportunities to increase our brand awareness and presence throughout the UK and globally, in areas and with partners that reach our consumer and support our brand direction.

“Nicce and the greater Soho area hold rich music backgrounds and we are looking to build on this energy, broadening our community activity and deepening our roots within the wellness and creative space.”


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