Store gallery: Tala opens first physical store that was ‘years in the making’

Tala, founded by Grace Beverley in 2019, is opening the doors to its highly anticipated debut store on London’s Carnaby Street.

The 2,000 sq ft store will open on May 24 to customers who have secured tickets in advance, before opening to the public on May 25.

The store spans two floors and allows customers the chance to physically shop its bestselling ranges, including DayFlex, 365, SkinLuxe and Airform, its signature sweatshirts and hoodies, and limited-edition Carnaby Street editions.

Tala said the store blends “contemporary design with bold brand-led features” and has omnichannel and mobile checkout offers for shoppers.

Tala chief executive Morgan Fowles said the business did not rule out future openings but the brand has not secured any other sites. It is focused on learning more in the weeks and months ahead following the weekend’s opening.

Fowles said: “Immersing our customers in the brand has always been a key element in the decision for us to transform from a leading ecommerce brand to a prominent player in the physical retail landscape. If we were going to open a store, it had to feel distinctly Tala, from the look and feel to the experience itself.

“Our flagship is more than just a shopping destination. It’s a strategic extension of our brand and a way to engage with our community in a more meaningful, in-person way. Consumer shopping habits are constantly evolving but our customers have made it clear that physical retail remains a powerful channel for connection. We’re delighted to mark this next chapter for Tala with a space that genuinely reflects our brand and ethos.” 

Beverley added: “We’ve always had a deep connection with our community, not just through the pieces they wear but through the conversations we have across socials, the content we create and the values we share. I’m so excited for our customers to finally be able to step into the world of Tala. The store has been years in the making. It’s surreal and seriously exciting to see it become a reality.”