Wolf and Badger opens flagship shop in London
The new store redefines the retail experience with a dedicated pop-up space hosting activities, a floristry, and plant shop, as well as a showroom for personal styling
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Wolf and Badger, the multi-channel retailer, has officially launched its UK flagship store at 102 Berwick Street, in Soho London.
The opening represents a milestone moment in the brand’s bricks-and-mortar presence, and reaffirms Shaftesbury Capital’s portfolio-wide appeal to high-quality retailers.
Wolf and Badger’s 1,400 sq ft unit at 102 Berwick Street presents an ever-evolving collection of items, from a dynamic range of over 100 independent and sustainable brands covering womenswear, menswear, jewellery, accessories, and homeware.
The new store redefines the retail experience with a dedicated pop-up space hosting activities, a floristry, and plant shop, as well as a showroom for personal styling.
The brand, which attained B-Corp status in 2021, is a pioneer in the ethical and sustainable fashion movement, making it a leading destination to discover responsibly sourced items.
The space, which has been designed by Augustus Brown Architects, boasts a minimalist interior that embodies the Wolf and Badger signature style. It has also been designed to help facilitate deeper engagement with independent, online-native brands, providing a multi-channel platform for both retail partners and visitors.
Andrew Price, executive director at Shaftesbury Capital, said: “Wolf and Badger’s relocation to Soho is a sign of the strength of our portfolio, reaffirming the West End’s appeal and the opportunities we create for leading brands to thrive here.
“Wolf and Badger’s new store delivers a unique experience, fitting seamlessly with our tenants across Soho, and further demonstrates our role as the chosen destination for UK flagships and milestone sites for physical retail.”
George Graham, co-founder of Wolf and Badger, said: “We are excited to have opened our Wolf and Badger flagship in the heart of the West End. Soho is a globally recognised destination and home to many leading fashion and lifestyle brands, complementing our offer of sustainable and ethically sourced products.
“This store marks a milestone moment for us as we expand our presence, and we look forward to embedding ourselves within the Carnaby and Soho community and encourage more visitors to shop responsibly.”
