Swiss eyewear brand VIU set to open Soho flagship store

Premium Swiss eyewear brand VIU, which makes both prescription frames and sunglasses, has announced it will open its first UK flagship shop at 5 Upper Street in London’s Soho this summer.

To mark the launch of the 850 sq ft space, VIU will host an opening event later this year where fans of the brand can experience the VIU spirit first-hand.

Alongside the core collection of handcrafted frames being displayed inside the new boutique, VIU will welcome customers to explore a range of special design collaborations and offers a service to take a free eye examination conducted by an experienced optometrist.

Kilian Wagner, CEO & co-founder of VIU, says: “As part of our mission to shape the future of eyewear, we are proudly stepping into the United Kingdom with our first flagship store in London.”

Fabrice Aeberhard, creative director and co-founder of VIU, adds: “Rich in tradition, innovative design and creativity, we believe that the UK‘s cultural sensibility aligns perfectly with our products.”

VIU operates over 40 flagship stores across Europe and continues to expand its store network to key markets. Each flagship store captures the personality of its location with a focus on a superior customer experience. Located in direct proximity of Golden Square Park, the new VIU boutique will add to the vibrant creative pulse of the area.

VIU was founded in 2013 in Zurich, Switzerland, with a mission to disrupt the eyewear market by offering customers high-end design, and superior product quality, at an attractive value across multiple purchase channels.