US fashion brand Edikted joins Carnaby Street for European debut

Shaftesbury Capital has announced that US fashion brand, Edikted, has signed for its European standalone debut at 52-55 Carnaby Street. The store will be the brand’s first outside of the United States, as Shaftesbury Capital introduces another physical debut for a digital-native retailer, in Soho.

The new 4,800 sq ft store will stock an extensive selection of women’s apparel and accessories inspired by streetwear, trending looks, and runway attire, adding to the neighbourhood’s dynamic fashion offer.

William Oliver, Director of Retail & Restaurant Leasing at Shaftesbury Capital, commented: “Along Carnaby Street and across Soho, we’ve introduced a number of debuts from leading online retailers, as it’s the perfect location for brands to recreate their digital presence through a physical retail experience. Launching on one of London’s busiest shopping streets means Edikted is well placed to replicate the brand’s phenomenal success at The Grove in Los Angeles and New York’s Soho. Creating another exciting point of difference for Carnaby Street and reflecting exactly what our consumers want.”

Mina Fam, Head of Retail at Edikted, added: “We’ve already experienced significant success across our locations in the US, so as we look to officially enter the UK market, it’s key we launch somewhere we can benefit from a dedicated and trend-savvy customer base. Carnaby Street has already established itself as a hub with a history of iconic flagship stores, in turn signposting it as a key location for us on the road to expansion. Surrounded by a mix of leading brands, we know we are in the right place to make our own mark.”