VF signs up for London building, to be European hub

By

Sandra Halliday

Published
Dec 4, 2018

American apparel giant VF has signed a 10-year lease for the Axtell Soho building in central London, the company’s first major London HQ, with the space set to become “an important business hub for VF and its portfolio of brands in London and Europe.” Those brands include Timberland, Wrangler, Lee and The North Face.

It’s taking over the entire Art Deco building with VF EMEA Group President Martino Scabbia Guerrini saying it’s “a beautifully crafted building in one of the world most vibrant and forward-thinking locations in central London."

He added: “We would like to bring the most advanced and innovative expression of our brands to the heart of London to strengthen trade relationships, [and] fuel our growth in the UK market. The close interaction between this facility and our VF brand stores in Regent Street, Oxford Street and Carnaby Street will also create the opportunity to amplify and evolve the engagement with final consumers.” 

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The 15,000 sq ft building is on the corner of Warwick Street and Beak Street, just a stone’s throw from London’s (and Europe’s) busiest shopping district.

The signing is something of a vote of confidence in London ahead of Brexit, with concerns that London’s status as the gateway to Europe for international companies - especially those from the US -  could be at risk in the event of a no-deal exit from the EU.

The revamped building will accommodate VF brands, product presentation and showrooms, marketers, digital and design spaces. Interior decoration and fitting will be completed during the next few months before the opening which is planned for late spring next year.