A first UK store for Brandy Melville, with the address decided before the search began.
Transaction facts
| Service | Retail strategy and acquisition |
| Location | Neal Street, Covent Garden WC2 |
| Client | Brandy Melville |
The brief
An Italian brand entering the UK for the first time, with no London trading history and no UK covenant.
What we did
The work began with strategy rather than a unit: defining the target customer, the brand image and the right kind of address before opening talks with landlords.
The result
A flagship on Neal Street, and the principle we apply to every brand: the address decision comes first, and the right space is created through relationships rather than found in a listing. Read more in A Flagship Is Not a Unit.