VF, the acclaimed American apparel giant, has unveiled its ambitious plans to transform the historic Axtell Soho building into its primary London headquarters. This strategic decision not only cements VF’s position in London but also establishes the iconic Art Deco building as a pivotal business hub for VF and its esteemed portfolio of brands across London and Europe. With Timberland, Wrangler, Lee, and The North Face among the renowned labels set to grace the halls of this prestigious location, the significance of this move cannot be understated.
Leasing the entirety of the Axtell building for a decade underscores VF’s unwavering dedication to establishing a firm presence in the bustling metropolis of London. Martino Scabbia Guerrini, President of VF EMEA Group, underscored the strategic advantage of the Axtell building’s central location in the vibrant city of London. He emphasized the company’s commitment to showcasing the very best of its brands in this prime location to forge strong trade partnerships and drive growth in the UK market. Furthermore, the close proximity to VF’s brand stores in key shopping districts like Regent Street and Oxford Street offers exciting possibilities for consumer engagement and innovation.
Spanning an impressive 15,000 square feet and strategically situated near London’s premier shopping district, the Axtell building provides the ideal platform for VF to showcase its diverse range of brands to a discerning audience. This move comes amidst Brexit uncertainties, yet VF’s bold investment in London speaks volumes about the city’s enduring appeal as a hub of commerce and creativity.
The revitalized Axtell building will serve as a hub for showcasing VF brands, product presentations, showrooms, marketing initiatives, and digital and design spaces. With the interior decoration and fitting process well underway, the hub is slated to open its doors in late spring next year. By solidifying its presence in London, VF is poised to make a lasting impact in the European market and elevate its influence in the ever-evolving fashion industry.
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