Wax London heads to Victoria Leeds as retail roll-out gathers pace

British menswear brand Wax London has signed to open its first standalone store outside of London at Victoria Leeds on 8 October, as it steps up its UK retail roll-out.

The 2,392 sq ft store in the heart of Leeds’ historic Victoria Quarter will see Wax London join fellow British brands Barbour, Mulberry and Belstaff at the shopping destination.

In July 2024, Wax London opened its third store in the capital at 45 Neal Street in Covent Garden, adding to its original store at 67 Berwick Street in Soho and its unit at 105a Commercial Street in East London’s Spitalfields.

The brand also has a concession shop-in-shop at Fenwick in Newcastle, and last year talked of “further deals in the pipeline for London and key UK cities” in 2025, so Leeds may not be the only Wax London opening this year.

At the new Leeds store, Wax London will house its full range of men’s fashion, which now includes footwear and accessories, as well as a diverse range of fabric choices for its signature ‘Whiting’ overshirt.

Roger Wightman, Managing Director at Wax London, said: “Our decision to launch outside of London for the first time is a major milestone for our brand, so it was crucial we partnered with a destination that fully reflects our values.

“Quality is key to us, and Victoria Leeds's reputation and premium tenant mix perfectly encapsulate this. We can't wait to bring Wax London to the people of Leeds.”

Rachel Bradburn, Head of Leasing at Victoria Leeds-owner Redical, added: “Marking yet another northern debut, Wax London is the latest brand to choose Victoria Leeds as its first standalone store outside of the capital.

“This aligns perfectly with our commitment to curating a best in class retail offering. Wax London will not only enhance our menswear offer but also introduce a fresh dynamic to our tenant mix - bringing something distinctively different for our visitors to discover and enjoy.”

The news follows the recent announcement that fragrance house Arabian Oud has signed for a unit at the destination’s Victoria Gate. The new store will be the brand’s first northern location and second outside of London. It will boast a collection of over 400 products that include fragrances, oils, incense, home scents and hair formulations.