Theory to debut on London's Floral Street next year

By

Sandra Halliday

Published
Nov 23, 2022

After its debut in two key London locations this year, 2023 will see Fast Retailing’s Theory brand opening another store in a major London shopping hub.

Furthering its UK brand expansion plans, it will open in Covent Garden next spring, on Floral Street, close to the Piazza tourist destination, and on a thoroughfare known for its mid-market ad high-end fashion stores.

That opening will come after its debut in the giant Regent Street space that also houses Uniqlo’s London flagship this spring, and the more recent opening at the transformed Battersea Power Station mall.

The store will include both womenswear and menswear and, as at Regent Street, will sit alongside Uniqlo. The two brands combined will occupy approximately 1,450 sq m and customers will be able to walk freely from one space to the next with a direct entrance into Theory from Floral Street, as well as through the Uniqlo store from Long Acre.

New York City-based Theory is on something of an upswing at the moment. It has come through some tough years and is seeing an improved performance. 

Only last month when delivering its full-year results, Fast Retailing said the Theory operation reported “significant increases in revenue and profit thanks to a recovery in performance in both the United States and Japan”. 

The label was able to “successfully expand its customer base by offering comfortable, highly finished lightweight clothing and strategically expanding products with revised price lines”.