Wolf & Badger, the award-winning multi-channel retailer, has launched its UK flagship store at 102 Berwick Street in Soho, marking an important step in expanding its physical retail footprint. This move also reflects the broad appeal of Shaftesbury Capital‘s portfolio to premium retailers.
Covering 1,400 square feet, the store showcases a diverse range of products from over 100 independent and sustainable brands in categories such as womenswear, menswear, jewellery, accessories, and homeware. Designed to offer a new shopping experience, the store features a pop-up area for interactive events, a floristry and plant shop, and a showroom dedicated to personal styling, aimed at fostering deeper connections with unique and ethically sourced products.
Designed by Augustus Brown Architects, the store’s minimalist interior mirrors Wolf & Badger’s ethos of ethical and sustainable fashion, reinforcing the brand’s leadership in this area since becoming a B-Corp in 2021. Its location in Soho is a strategic choice by Shaftesbury Capital to enhance the retail mix in the West End and to capitalize on Soho’s vibrant atmosphere and unparalleled visitor experience.
Andrew Price, Executive Director at Shaftesbury Capital, remarked on the significance of Wolf & Badger’s Soho debut: “The decision by Wolf & Badger to open their flagship here highlights the strength of our portfolio and the West End’s appeal, demonstrating our capacity to create opportunities for leading brands to succeed. The new store complements our diverse tenant base in Soho, emphasizing our position as a destination for flagship stores and significant retail sites.”
George Graham, Co-Founder of Wolf & Badger, shared his enthusiasm for the new location: “Launching our flagship in Soho, a world-renowned hub for fashion and lifestyle brands, aligns with our mission to promote sustainable and ethically sourced products. This opening is a key moment for Wolf & Badger as we extend our physical presence, and we are keen to become part of the Carnaby and Soho community, encouraging responsible consumption.”
Wolf & Badger’s flagship joins other recent openings in Soho, including Abercombie & Fitch at 39 Carnaby Street and Sculpted by Aimee at 20 Foubert’s Place, marking the beauty brand’s first London location. TwoJeys, the unisex jewellery brand, and Malin & Goetz, the high-quality skincare brand also achieving B-Corp status, have opened at 21 Brewer Street and 100 Berwick Street, respectively.
