The digitally native activewear brand TALA, founded in 2019 by Grace Beverley—a former Oxford music student turned Forbes 30 under 30 entrepreneur—is set to open its first UK flagship on London’s Carnaby Street in May 2025. This move marks a six-year journey and pivotal shift for the DTC fashion label, which is rapidly evolving from an e-commerce disruptor to a multi-channel retail contender.

TALA’s CEO, Morgan Fowles said: “Our customers have told us resoundingly, including via our success at Selfridges stores across the UK, that they still love shopping in physical stores.  Carnaby Street is an incredibly exciting and well-aligned place to open our first retail store and is a key milestone in the multi-channel and international growth strategy we’re rapidly executing to support the demand for our brand and products.”

TALA Flagship Details

The 2,000-square-foot, double-fronted store spans two levels at 3-4 Carnaby Street, combining sleek design with tech-forward features like omnichannel integration and mobile checkout. The space will showcase TALA’s bestsellers, including the Airform collection, cult-favorite DayFlex leggings, and 365 Sculpting Lounge line. Designed to reflect the brand’s ethos of sustainability and inclusivity, the store aims to create an immersive experience, allowing customers to engage with product quality firsthand—a sharp contrast to fast fashion “dupes,” as Beverley emphasized in earlier announcements.