Tala, the activewear brand founded by influencer-turned-entrepreneur Grace Beverley in 2019, is opening its first standalone store on London’s Carnaby Street. 

The digital-first business is expanding into physical retail with a 2,000 square foot space that will serve as both a retail destination and community hub.

The two-floor, double-fronted retail unit at 3-4 Carnaby Street represents a significant leap for the company, which has primarily operated through its direct-to-consumer ecommerce website since its inception. 

According to Tala CEO Morgan Fowles, the central London location was strategically chosen to raise consumer awareness beyond the UK market.

“Being such an international footfall location, one of the targets for us is just to attract customers and build brand awareness – not just in London, but also internationally,” Fowles told Drapers. “That was part of why we chose the location of Carnaby Street.”

The new store will feature omnichannel and mobile checkout capabilities, and will stock a range of store-exclusive products on opening day. The retail space is also designed to accommodate community events.

“The space is big enough that we can host events in-store, whether it’s for existing customers, influencers or a Pilates class,” Fowles noted.

Physical Retail Expansion Follows Successful Department Store Presence

Tala’s brick-and-mortar expansion follows its introduction in luxury department store Selfridges in May 2024. According to Fowles, this initial retail presence provided valuable consumer insights that informed the decision to open a standalone location.

“Our customers have told us resoundingly, including via our success at Selfridges stores across the UK, that they still love shopping in physical stores,” stated Fowles.

The activewear brand, known for its leggings and sports bras, is currently stocked online by Asos, Next, and Next’s premium fashion platform Seasons. Retail prices range from £14 (~$17) for intimates to £229 (~$290) for a water-resistant puffer coat.

The physical store expansion was enabled by last year’s £5 million (~$6.3M) funding round led by Pembroke VCT, which also backs fashion brands Me+Em and Ro&Zo.

Fowles emphasized that the physical retail environment will allow Tala to showcase “the quality and the attention to detail” of its products, which she believes “sets them apart from other brands” in a competitive market.

The in-person shopping experience will also help consumers navigate Tala’s product range more effectively. “As soon as you’re in a physical space with all of our ranges laid out, it starts to become clear to you whether you’re a Sculpt Seamless customer, whether you’re a DayFlex customer, and so on,” Fowles explained. “That’s the sort of forum that a physical space can provide that is a lot more difficult to communicate online.”

In a LinkedIn post announcing the store, Beverley described the upcoming opening as “a dream come true” and a major milestone for the female-founded, owned, and operated business.

“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,” Beverley wrote.

She added that the store would function as “a clubhouse for our community,” where customers could experience the difference between Tala products and competitors firsthand while also serving as a venue for community events.

The Carnaby Street flagship is scheduled to open this spring.