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Athleisure brand Varley is set to open its first ever European store this summer, with a new flagship site on the King’s Road in London.
The store has been signed on a five-year lease and will span 2,203 sq. ft in a prominent position on the King’s Road, alongside nearby new arrivals Lampoo, Reformation and self-portrait.
The fashion brand designs “classic, elevated, stylish and functional” clothing for women, and was founded by husband-and-wife duo Lara and Ben Mead in Los Angeles in 2015.
According to the group, the brand’s collections are “highly technical, crafted from patented technologies and self-made fabrics designed to enhance every workout”.
Customers have also been told to expect a programme of in-store events “inspired by an active lifestyle”.
Lara Mead said: “Opening our first store in Chelsea is an important moment for Varley. We wanted to make a statement about our commitment to being here in the UK, especially as the market for contemporary wear in the UK and Europe continues to grow.
“The store that we have taken is just beautiful, with the most amazing windows. Then there’s the fascinating history of the King’s Road – it is an amazing place to open our flagship.”
James Stoll, director of Asset Management at the site’s landlord, Cadogan, added: “We look forward to welcoming Varley and its LA energy to the King’s Road. They will complement Cadogan’s growing portfolio of innovative retail brands seeking their first prime physical space to connect with their communities in strong neighbourhood locations.
“Their decision to open their first European store in Chelsea demonstrates the strength of the King’s Road as a vibrant shopping and lifestyle destination.”
