VF launches brand showcase hub in Axtell Soho

Global apparel, footwear and accessories group VF has announced the opening of a brand showcase hub in Axtell Soho, London, marking "a new era of business success and investment for the company".

VF has invested in a multi-year lease of Axtell Soho in London as a demonstration of its commitment to continued growth in London and the UK. The new hub, which will be a key support to its European operations, is "an awe-inspiring brand immersion showcase", designed to bring the most advanced and innovative expression of its brands to life, strengthen trade relationships and fuel growth in the UK.

Martino Scabbia Guerrini, VF EMEA Group President, commented: “At VF, elevated design is at the heart of our brands’ strategy and product creation. This, along with our company’s purpose and commitment to sustainability, drives all our business choices. Having our experiential brand showcase for retail customers in the centre of one of the top fashion capitals in the world will help our brands to innovatively develop and support our company growth in the years to come, including recruitment of the industry’s best talent.”

Located in the heart of Soho, the building is a feat of high-spec, sustainable design and craftmanship combined with innovative technology and brand experience. The digitally connected, intelligent building features custom video walls and cinema surround-sound to immerse customers in the unique vision of each brand.

Avatar-based virtual mannequins showcase key seasonal looks in 3D, which are designed to manufacturable specifications – evolving VF’s go-to-market and supply chain process. Users can even use the touch screen displays to change the lighting and visualise the products in different scenarios, inspiring them to place wholesale orders from the interactive digital selling display stations.

London remains VF’s focus as a mega city for expansion in the UK. The UK’s importance is such that it is now the number one market for VF across the EU, accounting for approximately 20% of all EU revenue, with an announced 5 years plan target to 2021 of 23%. Specifically, London represents 20% of total revenue in UK for VF with Vans leading the business.

Axtell Soho, which has a strong heritage in fashion and retail dating back to 1929, is ideally located in proximity to VF brand stores on Regent Street, Oxford Street and Carnaby Street to facilitate the interaction with, and the education of, VF’s retail store teams so to elevate engagement with end consumers.