Tala Expands Retail Footprint with Second London Store at Westfield
Tala, the renowned activewear brand, is significantly expanding its physical retail footprint with the upcoming launch of its second UK store at Westfield London, White City. Scheduled to open later this autumn, this new 1,900 sq ft, single-level establishment follows the highly successful debut of its flagship store on London’s Carnaby Street in May. This strategic move underscores Tala’s ongoing evolution from a leading e-commerce innovator into a truly global omnichannel brand, solidifying its presence in key commercial locations.
The decision to open at Westfield London builds upon the tremendous momentum generated by the Carnaby Street store, which has surpassed initial expectations across all metrics, including sales performance, customer footfall, and overall brand awareness since its inauguration. By choosing Westfield London, Tala strategically positions itself within one of the UK’s most commercially vibrant and high-traffic shopping destinations, ensuring maximum visibility and accessibility for its growing customer base.
Visitors to the new Westfield London store can anticipate an immersive and engaging shopping experience designed to highlight Tala's commitment to quality and style. The store will feature an impactful signature leggings wall, a generous number of spacious fitting rooms for customer convenience, and thoughtfully designed, easy-to-shop accessory fixtures. These elements are all crafted to showcase Tala’s diverse range of quality, flattering, and solution-based products, spanning its popular outerwear, activewear, and loungewear collections, including fan favourites like DayFlex and 365.
Morgan Fowles, CEO of Tala, expressed immense satisfaction with the brand's performance in physical retail. She stated, “Our Carnaby Street flagship has exceeded all of our expectations — commercially, in awareness felt across every channel, and in all the other ways possible with a physical space and product available in real time.” Fowles emphasized that "Retail works for Tala — it’s become one of our highest-converting and most brand-enhancing channels.” She added that Westfield London provides a crucial opportunity to build on this momentum by reaching a different customer demographic, engaging shoppers in a distinct context, and offering the flexibility to test innovative new retail formats. This expansion is a strategic step towards future growth across both the UK and international markets, fundamentally aiming to better serve Tala’s existing and prospective customers.
Tala founder Grace Beverley echoed this sentiment, highlighting the profound connection physical retail fosters with the brand's community. She remarked, “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.” Beverley underscored that for Tala, physical retail transcends a mere sales channel; it represents a powerful avenue for individuals to experience the brand in a tangible, memorable, and personal way.
Beyond these two significant London locations, Tala's comprehensive retail strategy extends to a robust wholesale and shop-in-shop presence across various markets. The brand has forged successful partnerships with prominent retailers such as Selfridges, Anthropologie, END., Ounass, and ASOS, broadening its reach across the UK, the Middle East, and Europe. Concurrently, Tala continues to cultivate a loyal customer base in the USA primarily through its dynamic e-commerce platform, ensuring a truly global and multifaceted approach to retail.
