The Signify London flagship is the model’s third standalone retailer, following its first location in Los Angeles, which opened in March 2024, and its second in Manchester, which opened in October 2024.
“Our long run imaginative and prescient is to construct a model that goes past product and connects by means of tradition, neighborhood and way of life; which is why bodily shops are so vital. Together with Manchester and LA, it [the London store] additionally acts as a blueprint for worldwide enlargement that may hopefully form future openings in different main cities the world over,” stated Paul Spencer, CEO, Signify.
The 5,000 sq ft London retailer spans two flooring and can showcase the Signify Mainline model, the model’s signature efficiency put on line 247 by Signify, Signify Girl, and Signify’s band collaborations with Oasis, Weapons N’ Roses and Iron Maiden.
A “sizeable proportion” of the brand new retailer will likely be devoted to 247 efficiency put on, which has been experiencing important development in the previous few years, it stated.
The sub model, which this 12 months expanded to incorporate 247 Girl, is now the quickest rising arm of the Signify enterprise, it stated. Its gross sales have risen by 75% since January, following years continued development, and it now accounts for 25% of the general Signify enterprise.
The brand new retailer, in London’s Soho district, is surrounded by premium and luxurious manufacturers and retailers comparable to Supreme, Palace, Aimé Leon Dore, JW Anderson and Stone Island.
“Opening a London flagship is monumental…Signify is right here to remain, and a bodily retailer marks the proof. With the ability to have that product in entrance of our customers builds a lot extra loyalty and love for the model. Individuals are in a position to come right here and sense us; from the scent of our perfume, to the drinks on our cafe menu and naturally, to see the standard of our product,” stated George Heaton, founder and artistic director.
The London retailer additionally features a 550 sq ft Homeowners Membership Cafe, which the enterprise dubbed “a vacation spot devoted to espresso, matcha and neighborhood.”
The menu attracts inspiration from Los Angeles’ cafe tradition, providing nitro chilly brew, cream-top chilly brew, and matcha. A Mango Protein 247 bottled smoothie will likely be on sale, alongside a choice of pastries from East London’s Rinkoffs Bakery.
To mark the London flagship opening, Signify is launching an unique assortment obtainable in-store solely, that includes limited-edition “London Retailer” T-shirts, hoodies and soccer shirts.
Alongside this, the model may also launch a capsule of Homeowners Membership Cafe merchandise, that includes hoodies, T-shirts, caps, and homeware, obtainable completely on the cafe.
Signify named former Dr Martens CEO Kenny Wilson as new chair and non-executive director in April, tasked with powering development and world enlargement.
