Varley signs for first European store with King's Road debut
American athleisure brand Varley is to open its first European store with a debut on London’s King’s Road, part of the estate controlled by Cadogan. It has signed a five-year lease for a 2,203 sq ft store that will open this summer.
As mentioned, it will be the first European store for Varley, the brand “rooted in movement” that designs “classic, elevated, stylish and functional clothing for women”.
The eight-year-old label, founded by husband-and-wife duo Lara and Ben Mead in Los Angeles, offers pieces that are “highly technical, crafted from patented technologies and self-made fabrics designed to enhance every workout”.
The new location will feature a range of in-store events “inspired by an active lifestyle”. It’s located close to other new arrivals including Lampoo, Reformation and Self-Portrait.
Lara Mead said: “Opening our first store in Chelsea is an important moment for Varley. We wanted to make a statement about our commitment to being here in the UK, especially as the market for contemporary wear in the UK and Europe continues to grow. The store that we have taken is just beautiful, with the most amazing windows. Then there’s the fascinating history of the King’s Road – it is an amazing place to open our flagship.”
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