TALA, the digitally native activewear brand founded by entrepreneur Grace Beverley, has announced the opening of its first standalone retail store. The UK flagship, located on Carnaby Street, London, will launch in May 2025, marking a major step in the brand’s evolution from an e-commerce leader to a presence in physical retail.
Spanning 2,000 square feet across two levels, the new store will offer an immersive shopping experience, strengthening engagement with TALA’s highly involved customer base. Situated on one of London’s most well-known retail streets, the space aims to bring the brand’s identity to life, allowing customers to interact with products in person.
This move into a dedicated physical space follows TALA’s success in the retail sector through its partnership with Selfridges, which began in spring 2024. The brand’s presence within Selfridges has demonstrated strong demand for in-person shopping experiences, paving the way for this next stage in its retail expansion.
The flagship opening is supported by TALA’s recent £5 million funding round, secured in July 2024. Led by Pembroke VCT, alongside Venrex and Active Partners, the investment has enabled the company to explore brick-and-mortar opportunities while scaling its domestic and international reach.
CEO Morgan Fowles highlighted the strategic importance of the Carnaby Street location, stating: “The opening of our flagship store is a celebration of TALA’s growth, and given Carnaby Street’s international footfall, a strategic move to solidify our presence both in the UK retail market and with international customers. Carnaby Street has long been a destination for innovative and leading brands, and this location allows us to engage directly with customers whilst complementing our strong e-commerce offering. Our customers have told us resoundingly, including via our success at Selfridges stores across the UK, that they still love shopping in physical stores. Carnaby Street is an incredibly exciting and well-aligned place to open our first retail store and is a key milestone in the multi-channel and international growth strategy we’re rapidly executing to support the demand for our brand and products.”
The store will feature TALA’s key collections, including its latest Airform collection, popular Outerwear pieces, and best-selling DayFlex and 365 collections. The brand, known for its focus on responsible manufacturing and inclusivity, aims to provide customers with a hands-on experience of its product range.
Grace Beverley described the launch as a landmark moment, stating: “Launching our first flagship store in London is a dream come true for TALA. Carnaby Street is steeped in retail history and creativity, making it the perfect place to deepen our connection with our amazing community. This space will be about more than just shopping; it will also be about inviting our customers to step into the world of TALA with community events and in-store experiences. I’m most excited for visitors to feel the quality of our products, experience our designs in a new way, and interact with the brand in a space that offers a rich, 360-degree TALA experience.”
The location choice has also been welcomed by Shaftesbury Capital, the property owner behind Carnaby Street. William Oliver, Director of Retail and Restaurant Leasing, commented: “Fashion innovation has always been in Carnaby Street’s foundations; it’s what sets this destination apart, ensuring it can maintain its reputation as one of the most forward-thinking retail experiences anywhere in the world. We are excited to welcome TALA to Carnaby Street as their offer aligns with this principle perfectly, and Carnaby Street’s heritage, global visitor appeal, and pull for like-minded retailers have made it first choice. Introducing a TALA flagship here is recognition of how important physical retail is for digitally native brands and Carnaby Street’s unique ability to champion leading innovators while creating a quality, exciting offer for its international catchment.”
The opening of the Carnaby Street flagship underscores the brand’s commitment to meeting the evolving shopping preferences of its customer base, blending digital success with physical retail presence.
