Wolf & Badger opens flagship Soho Store with Shaftesbury Capital

Shaftesbury Capital has announced that Wolf & Badger, the award-winning multi-channel retailer, has launched its UK flagship at 102 Berwick Street in Soho. The opening represents a milestone moment in the brand’s bricks and mortar presence and reaffirms Shaftesbury Capital’s portfolio-wide appeal to high quality retailers.

Wolf & Badger’s 1,400 sq ft unit at 102 Berwick Street presents an ever-evolving collection of unique items, from a dynamic range of over 100 independent and sustainable brands covering womenswear, menswear, jewellery, accessories and homeware. The new store redefines the retail experience with a dedicated pop-up space hosting engaging activations, a floristry, and plant shop, as well as a showroom for personal styling.

The brand, which attained B-Corp status in 2021, is a pioneer in the ethical and sustainable fashion movement, making it a leading destination to discover responsibly sourced items. The space, which has been designed by Augustus Brown Architects, boasts a minimalist interior that embodies the Wolf & Badger signature style. It has also been designed to help facilitate deeper engagement with independent, online-native brands, providing a multi-channel platform for both retail partners and visitors.

The strategic relocation of Wolf & Badger’s UK flagship is reflective of Shaftesbury Capital’s approach to strengthen the West End’s tenant mix with best-in-class brands, and an indication of Soho’s renowned reputation, with its unparalleled visitor experience.

Andrew Price, Executive Director at Shaftesbury Capital, commented: “Wolf & Badger’s relocation to Soho is a sign of the strength of our portfolio, reaffirming the West End’s appeal and the opportunities we create for leading brands to thrive here. Wolf & Badger’s new store delivers a unique experience, fitting seamlessly with our tenants across Soho, and further demonstrates our role as the chosen destination for UK flagships and milestone sites for physical retail.”

George Graham, Co-Founder of Wolf & Badger, also said: “We are excited to have opened our Wolf & Badger flagship in the heart of the West End. Soho is a globally recognised destination and home to many leading fashion and lifestyle brands, complementing our offer of sustainable and ethically sourced products. This store marks a milestone moment for us as we expand our presence, and we look forward to embedding ourselves within the Carnaby and Soho community and encourage more visitors to shop responsibly.”