Sneaker label Autry picks London's Soho for UK debut

By
Nigel TAYLOR
Classic-contemporary unisex sneaker brand Autry has chosen London's Soho for its first UK store, with a 2,600 sq ft space on busy Beak Street.
The property, operated by Shaftesbury Capital, reflects the brand'strademark '80s look but the vintage-style products come with a contemporary, sports-performance-oriented twist.
The immersive boutique also mirrors Autry's 'celebration of American aesthetics, spirit, and sport heritage throughout its design with an Italian twist'.
The latest opening for the brand comes after Italian private equity group Style Capital acquired a 50.2% stake in Autry International just over a year ago. It then announced a retail expansion plan that would see more than 20 Autry brand stores opening in luxury shopping destinations in Italy and abroad.
Roberta Benaglia, founder and CEO of Style Capital, said: 'The opening of Autry's first flagship store in London marks a pivotal moment in the brand's journey. It's more than a retail milestone, it brings Autry's iconic values to life through a space that reflects our identity. London, with its cultural vibrancy and global spirit, was the natural first stage for this step. This boutique represents a new chapter in our strategy to build a strong international presence and connect with our global community, combining authenticity, quality, and a bold vision for the future.'
Autry joins the high-in-demand retail neighbourhood that will see active brand TALA open on nearby Carnaby Street this month, plus Pangaia (also on Carnaby Street), and Salomon on Broadwick Street.
Will Oliver, Retail director at Shaftesbury Capital, said: 'We've actively curated a leading collection of retailers in Soho, with Autry another high-quality addition to our community.'

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