Swedish brand touches down in Soho

Swedish label, A Day’s March, is opening a new retail space in London’s Soho this June. Housed across three storeys, the Townhouse is a historic grade-listed building and will showcase the brand’s core collections across menswear and womenswear.

Working with Shaftesbury Capital, the brand is taking 2,700 square feet of retail space, making the new store over five times larger than the brand’s current store, marking a huge leap in the brand’s trajectory.

A Day’s March opened its first bricks and mortar store in March 2014 at Kungsgatan in Stockholm. Nine years later they have expanded exponentially, with seven stores across Sweden, Denmark and the UK and a global presence online. The new London store will mimic the minimalist aesthetic of stores in additional territories, featuring a showroom, chill out area and cocktail / coffee bar for consumers.

Creative director at A Day’s March, Pelle Lundquist said: “We have been in construction throughout Winter 2022 and are really excited to share our vision with the public. Co-designed by myself and interior architect, Daniel Braconier, we have maintained the original character of the building and layered elements of playful Scandinavian design on top.

“The interior will feature brick walls, oak, Carrara marble and a typical Swedish decorative painting technique from the 17th century.”

A Day’s March makes premium essentials for men and women, in long-lasting quality and design. Through a Scandinavian lens, their collections reference the classics in Italian tailoring and American sportswear, elevated using carefully selected fabrics and compositions. The SS23 collection includes pieces in linen and tencel as well as light spring knitwear, and will be available at the new London Townhouse.

CEO at A Day’s March, Marcus Gårdö, said: “The UK is our second biggest market and London is by far the biggest territory within this, so we are very excited to be responding to customer demand in the area. When we open a retail unit, online sales increase as a result and we’re happy to be working alongside Shaftesbury Capital on this new development for London.”

Andrew Price, executive director at Shaftesbury Capital commented: “We are looking forward to the opening of the new A Day’s March store on Berwick Street. It’s great to see the brand is expanding its presence in Soho and investing in growing their bricks-and-mortar presence, delivering an enhanced consumer experience offer for visitors.”

By Mark Adair – Correspondent, Bdaily

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