Swedish menswear brand A Day’s March has opened its first UK store on Soho’s Berwick Street.
The 410 sq ft store was designed by the brand’s creative director, Pelle Lundquist, and London architect James Payne. White walls and Scandinavian materials, including textiles from Danish brand Kvadrat, floors made from green Swedish marble Brännlyckan and white oak, create a clean, functional store that echoes the brand’s Scandi heritage.
A Day’s March aims to give customers high-quality basics at an accessible price point by cutting out wholesale stockists and going direct to consumers. Key pieces for the brand include wool overshirts, Oxford shirts and Merino sweaters. Price range from £10 for cotton socks to £140 for a corduroy jacket. Design inspiration comes from classic sportswear and military apparel.
The brand was founded in 2013 by friends Marcus Gårdö, Pelle Lundquist and Stefan Pagréus and has four stores in its native Sweden.
Five minutes with: A Day’s March founders Marcus Gårdö (top right) and Pelle Lundquist (middle)
Why did you launch the brand?
Marcus Gårdö: For us, it was about coming up with a solution to a problem – the fact that good quality clothes come with a high price tag, but low-price clothes make you sad. Because of all the opportunities presented by ecommerce, we saw a chance to make a really good product, at a much better price, by going direct to the consumer.
Why the UK for the brand’s first international store?
Pelle Lundquist: The business is growing. When we look at our online growth, we can see that a large proportion of our online customers are coming from abroad, about half of which is coming from the UK. We have a big customer database here, which made the UK and London in particular our top choice. It’s an iconic city.
Why open bricks-and-mortar stores at all?
MG: I think a lot of brands recognise that even if you’re doing well with ecommerce, there is still value in having a physical space to show the garments, so customers can feel the product quality and get to know the brand. We don’t believe we need lots of stores around Europe, but we do want some.
PL: We try not to see the business as online and offline – they feed into each other. We’re not going to open 50 shops in the UK, perhaps two in really good locations. With a store, customers can talk to us and we can talk to them, even if they end up choosing to make their purchase online. It all goes hand-in-hand.