Digtially native active-inspired brand TALA, founded by entrepreneur Grace Beverley and led by CEO Morgan Fowles, has announced its first-ever retail store, a UK flagship on Carnaby Street, London, opening in May 2025.
The 2,000 sq ft, double-fronted store spanning two levels marks a significant milestone in TALA’s transformation from a leading e-commerce brand to a prominent player in the physical retail landscape.
Situated on one of London’s most iconic shopping streets, the new space will provide an immersive, hands-on experience, building deeper interaction with TALA’s highly engaged community.
This is TALA’s first foray into owned physical retail space, though it has built a reputation for turning digital demand into retail success, demonstrated through a standout partnership across the Selfridges store chain, which commenced in Spring of 2024. The flagship Carnaby Street store marks the next phase of its expansion, responding to increasing consumer demand for tactile, immersive and experiential shopping.
The expansion builds on TALA’s ambitious growth strategy, made possible by the brand’s most recent £5m funding round, led by Pembroke VCT, alongside Venrex and Active Partners in July 2024. The investment enabled TALA to explore opportunities for a physical retail presence and continue scaling domestically and internationally.
Designed to bring TALA’s commitment to responsible manufacturing, inclusive options and viral popularity to life, the store will allow customers to explore its bestselling collections, from its innovative new Airform collection and sell-out Outerwear to its cult-favourite DayFlex and 365 Collections.
TALA’s Chief Executive Officer Morgan Fowles comments: “The opening of our flagship store is a celebration of TALA’s growth, and given Carnaby Street’s International footfall, a strategic move to solidify our presence both in the UK retail market and with International customers. Carnaby Street has long been a destination for innovative and leading brands, and this location allows us to engage directly with customers whilst complementing our strong e-commerce offering. Our customers have told us resoundingly, including via our success at Selfridges stores across the UK, that they still love shopping in physical stores. Carnaby Street is an incredibly exciting and well-aligned place to open our first retail store and is a key milestone in the multi-channel and international growth strategy we’re rapidly executing to support the demand for our brand and products.”
TALA’s Founder Grace Beverley comments: “Launching our first flagship store in London is a dream come true for TALA. Carnaby Street is steeped in retail history and creativity, making it the perfect place to deepen our connection with our amazing community. This space will be about more than just shopping; it will also be about inviting our customers to step into the world of TALA with community events and in-store experiences. I’m most excited for visitors to feel the quality of our products, experience our designs in a new way, and interact with the brand in a space that offers a rich, 360-degree TALA experience.”
William Oliver, Director of Retail and Restaurant Leasing at Shaftesbury Capital, said: “Fashion innovation has always been in Carnaby Street’s foundations; it’s what sets this destination apart, ensuring it can maintain its reputation as one of the most forward-thinking retail experiences anywhere in the world. We are excited to welcome TALA to Carnaby Street as their offer aligns with this principle perfectly, and Carnaby Street’s heritage, global visitor appeal, and pull for like-minded retailers have made it first choice. Introducing a TALA flagship here is recognition of how important physical retail is for digitally native brands and Carnaby Street’s unique ability to champion leading innovators while creating a quality, exciting offer for its international catchment.”
