Carnaby Street is Kiehl’s choice for second London flagship

Global beauty and wellness brand Kiehl’s has opened a second London flagship store on Carnaby Street in London.

“With Kiehl’s entering its 175th year, the landmark addition highlights the appeal of Carnaby Street and its attraction for internationally-recognised brands,” said landlord Shaftesbury Capital.

The 1,300 sq ft flagship spans three floors, with a design that has been “engineered to optimise customer flow, supporting an omnichannel experience that utilises in-store product showcases and exceptional customer service, to drive brand loyalty.”

Kiehl’s UK general manager Niki Lo said: “Carnaby Street is a legendary retail destination, and it is rapidly evolving into a key epicentre for beauty in London. Our continued investment in standout free-standing stores demonstrates our dedication to creating exceptional physical retail environments that drive high footfall and deep brand connection.

“This flagship allows us to reinforce our market share in the UK, partner more closely with our retail and real estate stakeholders, and deliver an elevated, best-in-class brand presence in one of Europe’s most vibrant commercial districts.”

It also becomes just the second standalone boutique for the nature-inspired and science-backed skincare brand in the West End, joining nearby Monmouth Street, which was a recent upsize for the brand.

By taking another store with Shaftesbury Capital, Kiehl’s “has highlighted… the benefit of operating prime space in both Covent Garden and Soho.”

William Oliver, director of Retail Leasing at Shaftesbury Capital, added: “Having worked closely with the brand on an upsize in Seven Dials, this new store ensures more visitors to the West End can explore and experience a quality offer, building brand loyalty and pointing to the power of having prime space as both a direct retail environment and showroom for the online customer.”