Swedish menswear brand Our Legacy has opened its first international store in London and plans to increase its presence in the UK.
Our Legacy has set up shop at 1 Silver Place in London’s Soho after a successful period of wholesaling through UK retailers including Liberty, The Content Store, and etailer The Great Divide. The brand began wholesaling in the UK in 2008 and is now stocked in 35 stores.
The 398 sq ft store opened last Friday, in what co-founder Jockum Hallin described as a “statement of intent”. Hallin said growth for Our Legacy would be “organic” and slow, but more openings were on the cards in the UK and further afield.
He said: “The UK is our biggest market now; it has really grown in the last two years. We want to treat it very carefully because it’s so important for us. We’ve been testing the market and we thought that now was the right time to open up our world with a retail format.”
Hallin ruled out a second shop in the immediate future, but said this would be part of the longer-term strategy. “Every market has to be carefully planned. We’re still a small company; we don’t have a big rollout plan. We’d like a second London store if this goes well; there’s been a fantastic response so far.”
It is the first time the brand has opened doors outside of Sweden, where it operates three stores, two in Stockholm and one in Gothenburg.
Hallin said the UK strategy included ramping up the brand’s wholesale operations and might involve a second shop-in-shop unit after a successful use of the format in Liberty in London.
Our Legacy was founded in 2005 by Christopher Nying and Jockum Hallin, who started the business out of a studio in Stockholm selling printed T-shirts. It is sold in 25 markets worldwide, including the US, Japan and South Korea.