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Scotch & Soda's retail push to extend beyond London

Young fashion brand Scotch & Soda is primed for UK retail expansion after opening its third London store this week.

On Thursday the Dutch brand launched its 590 sq ft flagship at 13-14 Carnaby Street. It already has two stores on London’s Westbourne Grove: one for Scotch & Soda and another for its sister womenswear label Maison Scotch.

Matt Hyland, a partner at property firm Cushman & Wakefield’s retail team, which acts for Scotch & Soda, said it was planning to open three or four more stores in London and then look at key towns around the UK.

Target locations in the capital have “strong footfall or great architecture” and include Covent Garden. Brighton and Edinburgh will be among the first cities to be targeted further afield, but Drapers understands Manchester, Leeds, Birmingham and Cardiff are also on the agenda.

Scotch & Soda has 120 stockists in the UK and Republic of Ireland, while Maison Scotch has 115.

Daniel Le Sauvage, owner of young fashion retailer Urban Vintage in Ipswich, which stocks Maison Scotch and Scotch & Soda, praised the retail expansion. He said: “It’s a good move for us because it will build the brand awareness.”

However, Brad Connington, sales assistant at Badger in Brighton, which also stocks both lines, said Scotch & Soda’s exclusivity was a strong selling point, which could be eroded if stores become widespread.

“When brands we stock open a store nearby we tend to either stop stocking them completely or cut down on the collection we sell,” Connington added.

Chris Akrimi, sales director at the brand’s UK distributor Zone Two, said: “We work very closely with Scotch & Soda to develop a clear retail and wholesale distribution strategy, which is harmonious for both the brand and our customers. Our emphasis is to provide the correct brand exposure while protecting our existing distribution.”

Readers' comments (1)

  • Once the marketing speak has been translated, Akrimi is basically saying that he wants his cake and eat it. This can go one of two ways, but Indies should be cautious going forward.

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