Officine Générale London store opens, first location outside France
France’s Officine Générale has opened its first London store and only its fourth location overall with its previous three shops being in its native Paris.
Located at 79 Beak Street in Soho, it’s close to Regent Street and Carnaby and is part of the general spread of fashion retail from London’s giant thoroughfares into the side streets where rents and property styles are more suitable for smaller brands.
Designed by the five-year-old brand’s Pierre Mahéo, it reflects the designer's “sober and masculine aesthetic,” and has retained the property’s original oak flooring and walls, as well as including brushed brass racks, and modernist vintage furniture.
The landmark building, with its olive-toned façade dates back to 1825 and the the brand wanted to keep the historic features of the building, although the walls are partially covered in grey flannel.
"With great results in our London retailers, the UK has always been an important market for Officine Générale and I'm glad to make it our first international step,” Mahéo said.
The store exclusively stocks the menswear collection for now, with the newly launched womenswear line arriving in February.
The brand’s three Paris stores are in Saint-Germain-des-Prés, the Marais, and (most recently) in the 16th arrondissement on Avenue Victor Hugo. That store only opened in July 2017.
Officine Générale also has a very strong wholesale business and is available in a wide range of multibrand locations.
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