// Streetwear brand Nicce is to open its first bricks-and-mortar store in London
// The new store will host a variety of dynamic events and customer activations
UK streetwear brand Nicce is to open a 1,400 sq ft flagship store at 57 Carnaby Street this spring as part of its “continued investment in direct-to-consumer.”
Spanning two floors, the new opening will be the first physical store for the London-based retailer.
The flagship store opening is set against a backdrop of strong, double-digit growth over the past few years and continued global reach through the brand’s retail partners and online store.
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The retailer said that at a time of evolution for the brand, the physical space will allow consumers to engage with the product and experience the brand in real-time.
Nicce is planning to make it as much an experiential location as one for products and it will host a variety of “dynamic events and customer activations, expanding out from the brand’s N-Studio division, acting as a hub to inspire, support and nurture the Nicce consumer”.
Matt Bullock, Chief Commercial Officer at Nicce, said: “The opening of our Nicce flagship store in Carnaby is part of our continued investment into direct-to-customer, and it’s important that we chose a location in line with our target audience needs. The Carnaby neighbourhood has established itself as both an iconic location and destination for fashion brands, and there is an opportunity to introduce Nicce to the area to connect with our existing customer base and reach a new audience.”
Samantha Bain-Mollison, Retail Director at London landlord Shaftesbury, commented: “We are happy to announce that Nicce will open their first physical flagship store on Carnaby Street in such a prime location under the iconic ‘Welcome to Carnaby Street’ arch. We are looking forward to being a part of Nicce’s new direction and are excited about the future of the brand.”
“We are looking forward to launching the Nicce flagship store this spring and will continue to evaluate opportunities to increase our brand awareness and presence throughout the UK and globally, in areas and with partners that reach our consumer and support our brand direction.
“Nicce and the greater Soho area hold rich music backgrounds and we are looking to build on this energy, broadening our community activity and deepening our roots within the wellness and creative space.”
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