Parisian label Officine Générale is opening its first UK store in Soho.
The brand signed a 15-year lease at 79 Beak Street, which is a Grade II listed retail and residential building.
The unit measures 730 sq ft. The label plans to launch a pop-up at the space on 20 September, which will run until January to take advantage of the Christmas trading period.
It will then close to carry out works for a permanent store, which is expected to open in the first quarter of 2018.
Thor Retail Advisors director Tom McHugh, who advised the label on the deal, said Beak Street boasts “high foot traffic and proximity to a number of compatible retailers” including Paul Smith and the new London flagship for Rag & Bone.
Officine Générale is stocked at department stores including Harrods, Liberty, Selfridges and Ireland’s Brown Thomas, as well as menswear independents Autograph and End Clothing.