Nicce to open Carnaby flagship in prime spot

By

Sandra Halliday

Published
Feb 4, 2022

Casual and streetwear brand Nicce is to open a flagship in the Carnaby neighbourhood in London this spring. It will be the first physical store for the London-based label. 

Located on the corner of Carnaby Street and Beak Street, it will span two floors and cover 1,400 sq. ft. It’s a strong position for the store as it’s just under the 'Welcome to Carnaby Street' arch. 

2022 marks big year for the Nicce brand, with a new collection and direction set to be unveiled over the next few months. The company said that at a time of evolution for the brand, the physical space will allow consumers to engage with the product and experience the brand in real-time.
Nicce has seen strong, double-digit growth over the past few years and has expanded globally through its retail partners and its webstore. 

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Chief commercial officer Matt Bullock said the store opening “is part of our continued investment into direct-to-customer, accelerating the brand’s awareness through a priority retail trade zone and providing a space for customer interaction and community building, that remains at the core of our brand values”.

The company is planning to make it as much an experiential location as one for products and it will host a variety of “dynamic events and customer activations, expanding out from the brand’s N-Studio division, acting as a hub to inspire, support and nurture the Nicce consumer”.