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Stine Goya to open first UK store in London’s Soho

Tom Bottomley
02 August 2022

Danish womenswear brand Stine Goya is to open its first store outside of its native Denmark at 45 Beak Street in London’s Soho this September, through London landlord Shaftesbury.

The interior design of the new 831 sq ft store has been created by Copenhagen-based artist and design duo Wang & Söderström, who work with 3D printed elements and responsibly sourced materials.

The new store will also feature Stine Goya’s new logo, signage, packaging and labels designed in collaboration with Spanish design house N-E (Naranjo Etxeberria).

Stine Goya CEO, Thomas Hertz, said: We have grown a strong fan base in the UK over the years and have seen a significant uptick in UK orders, both from a wholesale and ecommerce perspective.

“Opening a physical store in London to further embed ourselves in the community was the next logical step. We are thrilled to do so in such an iconic destination under the Shaftesbury umbrella.”

Stine Goya, Founder and Creative Director of Stine Goya, said: “London holds such a special place in my heart. Having lived and worked there for many years during and after my time at Central Saint Martins, I consider it my second home.

“Thomas and I stood in front of 45 Beak Street nearly ten years ago and vowed that one day, it would have ‘Stine Goya’ on the door. What an incredible feeling it is that that day has finally come!”

Samantha Bain Mollison, Retail Director at Shaftesbury, added: “With the brand’s reputation for forward thinking Scandinavian design, alongside playful colours and prints, they are a welcome addition to the existing and thriving womenswear retail mix.”

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