Stine Goya to open London store on Beak Street
Stine Goya is to open a London store next month. Importantly, the Beak Street, Soho, location will be the launch of the fashion house’s first brick-and-mortar store outside its native Denmark.
Stine Goya’s ‘universe of colour’ will be located at the Shaftesbury-owned 45 Beak Street with a 831 sq ft store.
Founded and led by creative director Stine Goya and her husband and CEO Thomas Hertz, the store opening comes "at a time of rapid growth and the second step in the brand’s UK-focused strategy", they noted.
Design-wise, the retail space “addresses physical form and colour” in close collaboration with Swedish-born, Copenhagen-based artist and design duo Wang & Söderström, "who work with 3D printed elements and responsibly sourced materials".
The brand’s recently-launched new graphic identity – designed in collaboration with Spanish design house N-E (Naranjo Etxeberria), will also be present throughout the space – from the new logo and store signage to packaging and labels.
“London holds such a special place in my heart. Having lived and worked there for many years during and after my time at Central Saint Martins, I consider it my second home,” said Goya.
She added: “Thomas and I stood in front of 45 Beak St nearly 10 years ago and vowed that one day, it would have ‘Stine Goya’ on the door. What an incredible feeling it is that that day has finally come!”
Hertz also said: “We have grown a strong fan base in the UK over the years and have seen a significant uptick in UK orders, both from a wholesale and e-commerce perspective. Opening a physical store in London to further embed ourselves in the community was the next logical step.”
Samantha Bain Mollison, Retail Director at Shaftesbury, added: "With the brand’s reputation for forward thinking Scandinavian design alongside playful colours and prints, they are a welcome addition to the existing and thriving womenswear retail mix."
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