Jimmy Fairly expands into UK, opens Regent Street flagship

French eyewear brand Jimmy Fairly has made the UK its first international market with the opening of a flagship store on London’s famous Regent Street this Tuesday.


Photo: Jimmy Fairly

The brand has opened a 344-square-foot store at 63 Regent Street, taking a unit that was previously used by swimwear and ready-to-wear label Vilebrequin.

This is the first time the brand is available in the UK, and is part of a wider expansion plan that will see the French company open a second UK store in Covent Garden. There are plans for up to 15 further openings across London, according to reports.

The expansion follows Jimmy Fairly’s acquisition by French private equity firm Experienced Capital Partners last year. Since buying 46% of the company, ECP has made an additional investment to further develop the brand, which positions itself as an eyewear destination for the sartorially-conscious.

Jimmy Fairly designs and manufactures all of its products in France and sells directly to shoppers. Its range of high-end eyewear retails for £99, including prescription lenses.

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