Outdoor and premium apparel brand Sealskinz, where Ted Baker founder Ray Kelvin is owner and creative director, has opened its first permanent store in central London following a successful Christmas pop-up last year.
The store is located on Hinde Street, Marylebone, with Sealskinz being selected for the site after a “competitive selection process” to join a number of premium brands in the area.
The new Sealskinz floor spans 1,000 sq ft across two floors and will showcase its line of performance-driven everyday wear dubbed Vitae, which the group said fuses “style and practicality”.
The brand will also use the space to host a range of events including running clubs and adventure workshops as it aims to capture more customers.
Sealskinz’s running collection which was released earlier this year, will also be featured alongside its full range of waterproof accessories that is said to capture the brand identity.
Sealskinz creative director and Ted Baker founder Ray Kelvin said: “After the success of the pop-up last year, it is great to have a permanent presence in the area. I don’t want this to be just another store but a hub for the entire Sealskinz community. I have lived and breathed retail my entire life and I intend to create something truly special. It’s good to be back.”
No comments yet