Tala to open second UK store at Westfield London this autumn

Tala continues to embrace physical retail, with the activewear brand preparing to open its second UK store at Westfield London, White City, “later this autumn”. 

Following on from its successful flagship store launch on London’s Carnaby Street in May, the new 1,900 sq ft, single-level store “marks another major milestone in Tala’s transformation from a leading e-commerce disruptor into a global omnichannel brand”, it said. 

Building on the momentum of Carnaby Street, “which has exceeded expectations across sales, footfall and brand awareness since opening”, it said the Westfield London location positions Tala “at the heart of one of the UK’s most commercially significant shopping destinations”.

So Westfield London customers can expect an “impactful” signature leggings wall, a large number of fitting rooms, and easy-to-shop accessory fixtures, “all showcasing Tala’s quality, flattering, solution-based products”, across outerwear, activewear and loungewear collections such as DayFlex and 365.

Tala CEO Morgan Fowles said: “Our Carnaby Street flagship has exceeded all of our expectations — commercially, awareness felt across every channel, and in all the other ways possible with a physical space and product available in real time. 

“Retail works for Tala – it’s become one of our highest-converting and most brand-enhancing channels. Westfield London gives us the opportunity to build on our momentum with key points of difference – access to a different customer, shopping in a different context, as well as the flexibility to test new formats. It’s a strategic move that sets us up for future expansion, both across the UK and in international markets, but crucially will exist to serve our customers, current and future.”

Tala founder Grace Beverley added: “Our community response to our first store has been incredible, both from our loyal customer base who have been on this journey with us, and with so many new customers discovering Tala for the first time. Physical retail is more than just a sales channel for us — it’s a way for people to experience Tala in a tangible, memorable way.”

Tala also noted its retail strategy goes far beyond the two London stores, having established a strong wholesale and shop-in-shop presence. This includes partnerships with Selfridges, Anthropologie, END., Ounass and ASOS, across the UK, the Middle East and Europe. Alongside this, it notes the brand “continues to build a loyal customer base in the USA through e-commerce”.