Fashion brand MC Overalls is set to open its first permanent bricks-and-mortar store at 14a Newburgh Street in London‘s iconic Carnaby Street shopping destination.
According to Drapers, this follows the success of the brand‘s pop up shop on Dean Street, marking a steep rise to popularity having launched its online shop just this summer.
The brand, which was founded in 1908 but revived earlier this year, is set to take over Baracuta‘s former 600sq ft flagship after its two-year stint in the property.
The brick and mortar store is set to open in the next five weeks and suggests the brand’s push into direct-to-consumer selling.
“The idea of relying on only selling wholesale to grow the brand was a risk we did not want to take, so (we) have decided to invest much more time and money in facing our consumers directly and showing them what we are about, and in turn build that confidence to the buyers that we are a brand that is here to stay and grow,” MC Overalls general manager Bryan York told Drapers.
”Once the Newburgh Street store opens, and we have a real solid bricks-and-mortar home to call our own, I see the brand growing hugely.
“We are working on some very exciting collaborations that focus outside of the usual collaborations flooding the market at the moment.”