Eytys to open first UK store
Eytys, the Swedish footwear and apparel brand, is to open its first UK store.
The brand is taking a 1,000 square foot shop at 75 Brewer Street in London’s Soho.
Founded in 2013, Eytys has attracted a cult-following for its staple product, the “Mother” sneaker. In the last five years, the brand has expanded its offering to include over 15 new models in a range of styles. It has also launched a ready-to-wear clothing collection.
Jonathan Hirschfeld, chief executive of Eytys, said: “This is a major step for our brand as we establish ourselves as an international player. As one of the world’s capitals of fashion, London was a natural choice.”
Eytys also has a store in Stockholm and sells online to over 50 countries worldwide. In addition, it has concessions in a number of department stores.
Paddy McCormack, director of central London retail at CBRE, said: “We are pleased to have secured a store for Eytys’ first venture outside of Sweden. Soho’s central location, and unique heritage presents an excellent canvas for the up-and coming brand to make its mark on a global scale.”
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