Activewear label Varley, which uses patented fabrics to enhance performance, has opened the doors to its first-ever European flagship on London’s King’s Road.
The brand, which is also stocked at Selfridges, has signed a five-year lease with property manager Cadogan to occupy a 2,971 sq ft unit at 110-112 King’s Road. This will be the first European store for Varley, the fashion brand ‘rooted in movement’.
Founded by husband-and-wife duo Lara and Ben Mead in Los Angeles in 2015, the performance and wellness brand champions quality and community.
Not only is the brand’s identity minimal, tonal and clean, but its innovative design consists of moisture-wicking and quick-drying recycled polyester to help wearers remain cool and dry during workouts. The serene space is reflective of the brand’s neutral, toned-down aesthetic. It will introduce visitors of the store to the full range of elevated everyday clothing for the modern woman.
Lara Mead, Co-founder of Varley, commented: “We are thrilled to open our first brick-and-mortar store on King’s Road.
“This store represents a natural evolution for our brand and allows us to connect with our customers in a more intimate and personal way. We want to provide a shopping experience that aligns with our aesthetic and values, where customers can immerse themselves in our world and discover the perfect pieces that enhance their everyday style.”
The new store has arrived on Chelsea’s iconic shopping street, the King’s Road, nearby new arrivals including Lampoo, Reformation and Self-Portrait.