Edikted launches European debut on Carnaby Street as Subdued invests in upsized store

Shaftesbury Capital has announced that US fashion brand Edikted, has opened its flagship at 52-55 Carnaby Street, marking the brand’s first standalone store in Europe. The news comes as Italian fashion brand Subdued commits to an upsized space at 14–18 Foubert’s Place, at the northern end of the globally renowned Carnaby Street.

Spanning 4,800 sq ft, Edikted’s first bricks and mortar location outside of the United States brings the brand’s trend-led offer to Soho, through a complete range of street-style and runway-inspired womenswear and accessories.

Also strengthening Soho’s fashion offer, Italian brand Subdued has signed for an upsized 4,400 sq ft location at 14–18 Foubert’s Place. The move follows the brand’s UK debut at 12 Foubert’s Place in 2019, and marks the next stage in its growth, highlighting Shaftesbury Capital’s track record of providing international brands with a platform to launch and successfully expand.

William Oliver, Director of Retail & Restaurant Leasing at Shaftesbury Capital, said: “Welcoming another UK debut reinforces Carnaby Street and Soho’s reputation as one of Europe’s most influential fashion destinations. Carnaby Street provides brands like Edikted with the perfect opportunity to reach a broad, trend-savvy audience, while complementing its line-up of distinctive brands that each have huge pull. Subdued’s expansion also highlights Soho’s role as a launchpad for brands to flourish in the UK market, because it has everything a digitally native brand needs to translate online presence into bricks-and-mortar success.”

Mina Fam, Head of Retail at Edikted, commented: “Carnaby Street is one of London’s busiest and most iconic shopping streets, making it the ideal location for our first European store. This opening allows us to bring something exclusive to UK customers, offering a carefully curated range of apparel and accessories they can’t find anywhere else. Surrounded by standout brands and a style-conscious audience, we’re able to build on the success we’ve achieved in the US, while establishing Edikted as a must-visit brand in Europe.”