Shaftesbury Capital has announced a series of new retail openings in Soho. Foubert’s Place is now home to stores for contemporary jeweller Astrid & Miyu and cult eyewear brand Jimmy Fairly, while Carnaby Street has welcomed Barbour, the globally renowned lifestyle retailer.
Astrid & Miyu’s new store at 5-7 Foubert’s Place is a London flagship, and a significant upsize for the brand within Soho. Operating as House of Astrid & Miyu (HOAM), it promises to be the jeweller’s most immersive shopping experience yet, offering a greater array of consciously-created jewellery, and featuring new collections. Astrid & Miyu places a strong focus on experience, and the relocation has created more space for in-store services that include ear-piercing, tattooing, engraving, and welding.
Opening what the brand has dubbed its “most exciting store yet”, Jimmy Fairly’s signature glasses and sunglasses can now be found at its new 10 Foubert’s Place unit, bringing together Parisian style and affordable quality. Expert eye tests using state-of-the-art equipment are also on offer, as Jimmy Fairly – much like Astrid & Miyu – looks to create a better overall environment, ensuring the purchase of prescription glasses is a more enjoyable experience.
Also relocating into a new Soho store with a brand-new fit-out, Barbour has moved into 29 Carnaby Street, offering its distinctive array of clothing and accessories. Barbour has been part of the Soho neighbourhood for nearly 15 years, with the new unit representing a continued commitment to Shaftesbury Capital and confidence in one of the world’s most famous shopping streets.
Sharon Solis, Director of Retail at Astrid & Miyu, commented: “Foubert’s Place was always a dream destination for our retail expansion, with a huge heartwarming response when we first opened our smaller unit a few years ago, and we’ve enjoyed being here so much that when the opportunity came to us to upsize on the same street, we jumped at it. The growth we have achieved in the past few years has been so rewarding, and that’s what made our new House of Astrid & Miyu (HOAM) London flagship possible. It also means we can continue to serve the Soho and Carnaby Street customers that have contributed to that growth, with an even better experience and array of services than before.”
Completing the retail offer on Foubert’s Place, Jimmy Fairly and Astrid & Miyu sit alongside the likes of Mango Teen and Sculpted by Aimee, which both made UK debuts in Soho within the past 12 months. This news also comes as Carnaby Street has bolstered its fashion, as Barbour adds to the recently opened PANGAIA, another brand that chose Shaftesbury Capital’s Soho to open a first-ever physical store.
