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Exclusive: Danish brand Wood Wood to open London store

Denmark’s Wood Wood will open an 8,200 sq ft store at 33-35 Brewer Street in London’s Soho this August.

It will join recent additions to the Soho area such as Our Legacy, Folk, The Collection and Ace & Tate.

Danish brand Samsøe & Samsøe is also launching its first bricks-and-mortar store in the UK this summer, on Beak Street in London’s Carnaby.

Founded in 2002, Wood Wood currently operates four stores in its native Denmark and two in Berlin, Germany, as well as a space at Copenhagen Airport.

Its collections cover menswear, womenswear and kidswear.

Mirroring its current stores, the London location will sell the Wood Wood own brand as well as several other labels, including Nike, Adidas, Undercover, Neighbourhood, Cav Empt and Wacko Maria.

Creative studio Spacon & X, which has worked with the brand on previous stores, will design the space.

Wood Wood’s current stockists include Liberty London, End and Goodhood in the UK.

It launched a sales showroom in London in 2014 and presented collections as part of London Fashion Week Men’s for three seasons.

Karl Oskar-Olsen, the brand’s creative director, said: “The opening of the Wood Wood London store in Soho will define us as brand in the next period of our journey, and I’m looking forward to this adventure with great anticipation and humbleness.”

Addy Williams, senior retail portfolio manager at landlord Shaftesbury, said: “Wood Wood is renowned for contemporary streetwear, mixing its own revered label with a cool mix of sought-after urban fashion brands. They are the perfect fit to Brewer Street and an important addition to Shaftesbury’s growing portfolio of cutting-edge fashion brands in Soho.”

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