// LA-based activewear retailer Varley is opening its first European Store
// The 2,203 sq. ft flagship on King’s Road has been signed on a five-year lease
Activewear brand ‘rooted in movement’ Varley is set to open its first European store on King’s Road.
The new 2,203 sq. ft flagship has been signed on a five-year lease and will sit alongside nearby retailers Reformation and Self-Portrait.
Founded by husband-and-wife duo Lara and Ben Mead in Los Angeles in 2015, the performance and wellness retailer features “highly technical, crafted from patented technologies and self-made fabrics designed to enhance every workout” in its products.
Subscribe to Retail Gazette for free
Sign up here to get the latest news straight into your inbox each morning
Lara Mead said: “Opening our first store in Chelsea is an important moment for Varley. We wanted to make a statement about our commitment to being here in the UK, especially as the market for contemporary wear in the UK and Europe continues to grow.”
Cadogan director of asset management James Stoll said: “We look forward to welcoming Varley and its LA energy to the King’s Road. They will complement Cadogan’s growing portfolio of innovative retail brands seeking their first prime physical space to connect with their communities in strong neighbourhood locations.
“Their decision to open their first European store in Chelsea demonstrates the strength of the King’s Road as a vibrant shopping and lifestyle destination.”
Cadogan recently announced a series of high-profile brands investing in the area, namely on Sloane Street. In the coming months there will be significant upsizes from Christian Dior, Louis Vuitton, Bottega Venetta on the street.