Danish fashion label Stine Goya has chosen Beak Street in London’s Soho as the location for its first store outside of its home market.
The store, set to open in September, is part of a broader UK-focused strategy, which saw the brand open a showroom at London’s 180 The Strand in May this year.
Creative Director Stine Goya, who founded her eponymous label with her husband and CEO Thomas Hertz in 2006, said: “London holds a very special place in my heart. Having lived and worked there for many years during and after my time at Central Saint Martins, I consider it my second home.”
“Thomas and I stood in front of 45 Beak St. almost ten years ago and vowed that one day ‘Stine Goya’ would be at the door. It is an incredible feeling that this day has finally come.”
The brand currently has three own stores in its home market of Denmark – in Copenhagen and Aarhus – and is available in over 400 retail outlets worldwide.
Managing Director Thomas Hertz said the brand has “built a strong following in the UK over the years and has seen a significant increase in orders from the UK, both from a wholesale perspective and in terms of e-commerce.” Opening a physical store in London is therefore “the logical next step”.
This article was previously published on FashionUnited.uk. Translation and editing: Barbara Russ