Nicce to step up DTC strategy with Carnaby Street flagship store Leave a comment

UK streetwear model Nicce is to open a 1,400 sq ft flagship retailer at 57 Carnaby Avenue this spring as a part of its “continued funding in direct-to-consumer.”

Spanning two flooring, the brand new opening would be the model’s second retailer in London, having opened its first at Wembley Park’s London Designer Outlet in September 2020.

The flagship retailer opening is ready towards a backdrop of robust, double-digit development over the previous few years and continued international attain by way of the model’s retail companions and on-line retailer.

The brand new area, on the nook of Carnaby Avenue and Beak Avenue and previously the Fairly Inexperienced retailer, may also host a wide range of dynamic occasions and buyer activations, increasing out from the model’s N-Studio division, appearing as “a hub to encourage, help and nurture the Nicce client”.

Matt Bullock, Chief Business Officer at Nicce, mentioned: “The opening of our Nicce flagship retailer in Carnaby is a part of our continued funding into direct-to-customer, and it’s essential that we selected a location according to our target market wants. The Carnaby neighbourhood has established itself as each an iconic location and vacation spot for style manufacturers, and there is a chance to introduce Nicce to the world to attach with our present buyer base and attain a brand new viewers.”

Samantha Bain-Mollison, Retail Director at London landlord Shaftesbury, commented: “We’re pleased to announce that Nicce will open their first bodily flagship retailer on Carnaby Avenue in such a major location underneath the enduring ‘Welcome to Carnaby Avenue’ arch. We’re wanting ahead to being part of Nicce’s new path and are enthusiastic about the way forward for the model.”

This 12 months marks an thrilling time for the Nicce model, with a brand new assortment and path set to be unveiled over the subsequent few months.

Bullock added: “This 12 months at Nicce we’re evolving our model positioning and introducing new product strains to market. A retail area offers a bodily touchpoint that we imagine is actually essential to driving model metrics and compliments our wider advertising combine.

“We’re wanting ahead to launching the Nicce flagship retailer this spring and can proceed to guage alternatives to extend our model consciousness and presence all through the UK and globally, in areas and with companions that attain our client and help our model path.

“Nicce and the larger Soho space maintain wealthy music backgrounds and we want to construct on this power, broadening our group exercise and deepening our roots throughout the wellness and inventive area.”