Tala’s Next Fit? A Flagship Store in the Heart of London
The female-founded activewear brand, fresh off a multi-million dollar funding round, is planting roots in London with its first brick-and-mortar store promising experiential events
Activewear brand Tala is taking it to the streets—Carnaby Street, to be exact—with its first-ever retail store in London, opening this May and promising an immersive shopping experience.
The news comes a year after Tala partnered with luxury department store Selfridges and follows a £5 million (~$6.47 million) funding round led by Pembroke VCT alongside Venrex and Active Partners last summer.
Founded by podcaster and entrepreneur Grace Beverley (the founder and CEO of fitness tech brand Shreddy) and led by CEO Morgan Fowles, the e-commerce brand is now gearing up to open a 2,000-square-foot flagship store spanning two levels on the famed London street.
Aligning with the consumer preferences of Gen Z, Tala is committed to responsible manufacturing and inclusive options.
“The opening of our flagship store is a celebration of Tala’s growth, and given Carnaby Street’s international footfall, a strategic move to solidify our presence both in the U.K. retail market and with international customers,” Fowles said.
“Carnaby Street has long been a destination for innovative and leading brands, and this location allows us to engage directly with customers whilst complementing our strong e-commerce offering. Our customers have told us resoundingly, including via our success at Selfridges stores across the U.K., that they still love shopping in physical stores. Carnaby Street is an incredibly exciting and well-aligned place to open our first retail store and is a key milestone in the multi-channel and international growth strategy we’re rapidly executing to support the demand for our brand and products.”
Beverley, who founded the activewear brand in 2019, noted that the Carnaby Street flagship location will offer community events and in-store experiences.
“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,” she said.
London has proven to be a lucky charm for Gymshark, which also began as an online-only brand before opening its first flagship on Regent Street in 2022. The activewear brand has relied on in-person events, such as #LiftMiami, a two-day event where attendees can sample Gymshark gear, work out and mingle with well-known fitness personalities.
In the last few years, women’s activewear has cemented its place in fashion, evolving into functional, transitional pieces that carry individuals from Pilates to brunch. It’s certainly a space that shows no signs of slowing down, driven in part by the power of celebrity, as seen with Alo Yoga and Fabletics. The category is now welcoming Kim Kardashian, who has teamed with Nike for NikeSkims, a line of training apparel, footwear and accessories for women.