TALA's flagship store opens on Carnaby Street this month
Another day, another London fashion store opening announcement. Having first hinted at its intended arrival in the capital in February, active-inspired TALA has earmarked 24 May for the official flagship store opening on Carnaby Street.
Becoming its first physical store, the digitally native brand says it marks a 'major milestone in the brand's significant growth… for the first time ever, customers will be able to shop the complete best-selling Tala collection under one roof', it says.
The latest move builds on its 'ambitious growth strategy', backed by its £5 million funding round led by Pembroke VCT, alongside Venrex and Active Partners in July 2024.
The investment has 'enabled TALA to explore a retail format, accelerate both domestic and international scaling and hiring more senior team'.
For the upcoming opening weekend, visitors can expect a 'high-energy experience' with a live DJ, interactive photobooth, giveaways, treats and special guests', it promises.
And the centre of attraction will be the brand's new 'Summer Active' collection, landing exclusively on Carnaby Street, a week ahead of its launch anywhere else. Limited-edition Carnaby Street products, will include the brand's signature oversized hoodies alongside its 'cult-favourite' collections, including Swimwar, DayFlex, SkinLuxe and 365.
The 2,000 sq ft, double-fronted store spans two levels 'blend[ing] contemporary design with bold brand-led features' creates a space 'that beautifully showcases active pieces in a feminine, elevated and naturalistic setting that combines the utility of shopping activewear with a fashion-brand experience'.
CEO Morgan Fowles said: 'Immersing our customers in the brand has always been a key element in the decision for us to transform from a leading e-commerce brand to a prominent player in the physical retail landscape.
'Our flagship is more than just a shopping destination. It's a strategic extension of our brand and a way to engage with our community in a more meaningful, in-person way. Consumer shopping habits are constantly evolving, but our customers have made it clear that physical retail remains a powerful channel for connection. We're delighted to mark this next chapter for TALA with a space that genuinely reflects our brand and ethos.'
And its next phase of expansion 'in response to the growing consumer demand for tactile and immersive shopping experiences' is 'one of the first steps in the brand's wider omnichannel expansion plans, reflecting its commitment to meet customers both on and offline'.
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5 days ago
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Athleisure brand Tala's growth has seemed to be unstoppable in recent periods but its US expansion is having to take a back seat for now. In response to tariffs imposed by US President Donald Trump, its £5 million investment in growing the American market is now on ice. The Times reported that CEO Morgan Fowles and founder Grace Beverley have decided to remove most of its products from its US webstore due to 'obstacles to trading'. But should those obstacles continue, given the importance of the US market, it could be forced to shift its production from China and Vietnam, two countries at the sharp end of the tariffs imposition. Fowles told the newspaper that the removal of products from the website was because the sudden change in tariffs meant orders could be delayed at customs and shoppers might find themselves having to pay unexpected fees. She said: 'It was really disappointing when we had to pull the products from the site. Our worst fear was that [the customer] would get hit by some crazy tariff bill, the product would get stuck in customs and she'd never want to shop with us again.' As mentioned, the story so far for Tala seems to have been one of endless progress since it was founded in 2019. It raised £5 million in a funding round last year to scale its American operations and opened a localised US website, set up a fulfilment network and invested in marketing to US consumers. Fowles also said she's 'remaining reasonably optimistic there'll be a resolution' but in the meantime is having to 'figure out what we can do to get back online'. Elsewhere, the growth story continues uninterrupted, especially in its domestic market. The company has just opened its first directly-operated retail store on London's Carnaby Street after a launch in Dubai Mall and physical retail link-ups with Anthropologie. Fowles said 'people love the experience of being inside a store and immersed in a brand,' but added that there are concerns around consumer confidence globally at the moment, 'especially in the UK and in the US. Customers are being more thoughtful around all of their purchasing decisions, especially ones that feel discretionary'. She added: 'Immersing our customers in the brand has always been a key element in the decision for us to transform from a leading e-commerce brand to a prominent player in the physical retail landscape. If we were going to open a store, it had to feel distinctly Tala, from the look and feel to the experience itself. Our flagship is more than just a shopping destination. It's a strategic extension of our brand and a way to engage with our community in a more meaningful, in-person way. Consumer shopping habits are constantly evolving, but our customers have made it clear that physical retail remains a powerful channel for connection.'
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TALA's flagship store opens on Carnaby Street this month
Another day, another London fashion store opening announcement. Having first hinted at its intended arrival in the capital in February, active-inspired TALA has earmarked 24 May for the official flagship store opening on Carnaby Street. Becoming its first physical store, the digitally native brand says it marks a 'major milestone in the brand's significant growth… for the first time ever, customers will be able to shop the complete best-selling Tala collection under one roof', it says. The latest move builds on its 'ambitious growth strategy', backed by its £5 million funding round led by Pembroke VCT, alongside Venrex and Active Partners in July 2024. The investment has 'enabled TALA to explore a retail format, accelerate both domestic and international scaling and hiring more senior team'. For the upcoming opening weekend, visitors can expect a 'high-energy experience' with a live DJ, interactive photobooth, giveaways, treats and special guests', it promises. And the centre of attraction will be the brand's new 'Summer Active' collection, landing exclusively on Carnaby Street, a week ahead of its launch anywhere else. Limited-edition Carnaby Street products, will include the brand's signature oversized hoodies alongside its 'cult-favourite' collections, including Swimwar, DayFlex, SkinLuxe and 365. The 2,000 sq ft, double-fronted store spans two levels 'blend[ing] contemporary design with bold brand-led features' creates a space 'that beautifully showcases active pieces in a feminine, elevated and naturalistic setting that combines the utility of shopping activewear with a fashion-brand experience'. CEO Morgan Fowles said: 'Immersing our customers in the brand has always been a key element in the decision for us to transform from a leading e-commerce brand to a prominent player in the physical retail landscape. 'Our flagship is more than just a shopping destination. It's a strategic extension of our brand and a way to engage with our community in a more meaningful, in-person way. Consumer shopping habits are constantly evolving, but our customers have made it clear that physical retail remains a powerful channel for connection. We're delighted to mark this next chapter for TALA with a space that genuinely reflects our brand and ethos.' And its next phase of expansion 'in response to the growing consumer demand for tactile and immersive shopping experiences' is 'one of the first steps in the brand's wider omnichannel expansion plans, reflecting its commitment to meet customers both on and offline'.
