Danish womenswear brand Soyaconcept has opened a London showroom, as it ramps up its focus on the UK market.
The showroom is situated at 185 Munster Road in Fulham.
Soyaconcept was founded in Sonderborg, south Denmark, in 2002 by friends Torbin Brodersen and Thomas Viller. It specialises in “Scandi chic” separates for women over the age of 25.
The spring 16 collection comprises more than 200 pieces, and wholesale prices range from £5.90 for a T-shirt to £27.90 for a tensel coat.
The brand has more than 2,000 international stockists. So far it has lined up four UK stockists and twoin the Republic of Ireland, which will take their first deliveries in the autumn. These are: Pookie in Barnsley; Vincent & Violet in Farnham; Wootton Village Boutique in Wootton; Heidi Boutique in Northhampton; Shaw department stores in Ireland; and Flaireline Fashions in Dublin.
Kirsten Shueller, UK country manager for Soyaconcept, described the brand’s move into the UK market as “a combination of the right people, the right company position and the right time”.
She added: ”Retailers felt like they were waiting for something new, and I think the Scandi chic of Soyaconcept could be the next big thing.”
Shueller was formerly UK sales manager for The Masai Clothing Company, womenswear brand of the year at the Drapers Independents Awards 2015.
Of Soyaconcept, she said: “We will mainly be targeting indies, as we feel you get a lot more out of them. They give us more opportunity to grow as a brand in the store.”
Soyaconcept will be showing at Pure London on July 24-26 and Indx later in the summer. It will open a second UK showroom on Manchester’s Ducie Street after Pure.