In a major milestone for British activewear, TALA, the sustainability-led brand founded by entrepreneur and influencer Grace Beverley, has opened its first permanent retail store on the iconic Carnaby Street in London. Known for its digital-first success, TALA’s physical debut marks a strategic move into experiential retail, blending style, sustainability, and community-driven engagement.
A New Era for TALA
The two-storey store, located at 3–4 Carnaby Street, offers a thoughtfully curated in-store experience. The design features a clean, modern aesthetic with earthy materials and warm lighting, creating a space that mirrors the brand’s eco-conscious values and minimalist appeal.
From bestselling Seamless Sculpt Leggings to their latest DayFlex range, the store presents TALA’s full product lineup in an immersive environment. Notably, the boutique features exclusive products and early drops—including limited-edition Carnaby-branded hoodies and pieces from the brand’s Summer Activewear collection—available in-store before launching online.
Bringing Community Offline
To celebrate the grand opening, TALA hosted a high-energy launch weekend with DJ sets, giveaways, and community photo booths—attracting loyal fans and first-time shoppers alike. The launch wasn’t just a commercial event—it was a celebration of the brand’s vibrant, inclusive community that’s been nurtured online since its inception.
Strategic Retail Shift
The Carnaby Street launch signals a new chapter for TALA as it moves toward a hybrid model of physical and digital retail. CEO Morgan Fowles highlighted the brand’s goal to bring the TALA experience to life, offering customers a tangible way to connect with the brand beyond screens.
Having previously partnered with high-street retailers like Selfridges and Anthropologie, TALA’s own boutique provides a space fully dedicated to its sustainable mission and community-first philosophy.
Looking Ahead
Following a successful funding round of £5 million in 2024, the Carnaby store is likely the first of several offline ventures for the brand. TALA plans to closely monitor customer feedback and in-store performance before expanding its physical presence further in the UK and beyond.
Conclusion
TALA’s first flagship store is more than just a retail outlet—it’s a brand statement. It represents the evolution of a socially conscious digital brand embracing a more personal, physical connection with its audience. With Carnaby Street as its stage, TALA is set to redefine what activewear retail can look like in the UK.
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