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When London-based activewear brand Tala opened its first flagship store on London’s Carnaby Street on May 24, it marked a shift in its distribution strategy — it formerly sold direct-to-consumer.
The store, a 2,000-square-foot, two-level space, is the latest move in Tala’s broader omnichannel play. Led by founder Grace Beverley and CEO Morgan Fowles, the brand heavily relied on social media to generate buzz ahead of its launch. With Beverley’s influencer reach and Fowles’s retail operations background, they built a space rooted in community and built for content.
“Opening a physical space was never just about sales,” said Fowles. “It’s about building a space that lives and breathes the brand, and Grace’s community-first voice is integral to that.”
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