US brand Rails has chosen London’s Covent Garden as the location for its new flagship store and European headquarters. The brand, known for its laid-back Los Angeles lifestyle and elevated take on California’s effortless style, aims to bring its signature vibe to the heart of London. The 2,000+ square foot store will offer both menswear and womenswear, allowing UK customers to fully experience the brand in a physical setting.
Rails’ decision to open a flagship store in Covent Garden is a testament to its belief in the highly engaged and loyal UK consumer base. Previously only available online in the UK, the brand recognizes the value of connecting with customers in person and hopes to attract both local shoppers and tourists once travel resumes to normal levels.
In line with the brand’s Southern California roots, the store’s design reflects a polished European sensibility while maintaining an airy and serene atmosphere. With a minimalist color palette, bright natural lighting, vintage textiles, and wood detailing, the store’s interior creates a calming ambiance amidst the vibrant energy of London.
The opening of the Covent Garden store marks a significant milestone in Rails’ retail expansion strategy. The brand has recently debuted stores in New York, San Francisco, Newport Beach, and Paris, showcasing its international appeal. Furthermore, Rails plans to open a second London store in another sought-after location later this spring, indicating its commitment to establishing a strong presence in the UK market.
In addition to serving as a flagship store, the Covent Garden location will also house the brand’s UK and European headquarters. The lower floor of the store will feature an office and sales showroom, enabling Rails to strengthen its network and cultivate lasting relationships with its retail partners and customers. Founder and Creative Director, Jeff Abrams, emphasizes the brand’s dedication to the UK market and its importance as one of their most significant international markets.
Rails currently collaborates with renowned UK retailers such as Selfridges, Harvey Nichols, Harrods, and Trilogy, in addition to over 70 independent accounts. These partnerships demonstrate the brand’s strong presence in the UK and the positive reception it has received from both retailers and customers alike. By opening a flagship store and European headquarters in Covent Garden, Rails aims to deepen its connection with the UK market and continue investing in its success.
Links:
1. Selfridges
2. Harvey Nichols
