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Eytys to open first UK store

Eytys, the Swedish footwear and apparel brand, is to open its first UK store.

FASHION

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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