US fashion brand Edikted opens Carnaby Street London store and makes European debut

Shaftesbury Capital reports that US fashion brand Edikted has opened its flagship store at 52-55 Carnaby Street, London, marking the brand’s first standalone physical location in Europe. This comes as Italian fashion brand Subdued commits to an upsized space at 14–18 Foubert’s Place, at the northern end of Carnaby Street.

Spanning 4,800 sq ft, this is Edikted’s first bricks and mortar location outside of the United States.

William Oliver, Director of Retail & Restaurant Leasing at Shaftesbury Capital, says: “Welcoming another UK debut reinforces Carnaby Street and Soho’s reputation as one of Europe’s most influential fashion destinations.”

“Carnaby Street provides brands like Edikted with the perfect opportunity to reach a broad, trend-savvy audience, while complementing its line-up of distinctive brands that each have huge pull. Subdued’s expansion also highlights Soho’s role as a launchpad for brands to flourish in the UK market, because it has everything a digitally native brand needs to translate online presence into bricks and mortar success.”

Mina Fam, Head of Retail at Edikted, comments: “Carnaby Street is one of London’s busiest and most iconic shopping streets, making it the ideal location for our first European store. This opening allows us to bring something exclusive to UK customers, offering a carefully curated range of apparel and accessories they can’t find anywhere else. Surrounded by standout brands and a style conscious audience, we’re able to build on the success we’ve achieved in the US, while establishing Edikted as a must visit brand in Europe.”

The announcement follows Shaftesbury Capital’s signing of Sephora’s West End debut, due to arrive later this year with a new boutique format opposite Edikted, and a UK debut for the refreshed iteration of Kookaï, opening in the coming months, also on Carnaby Street.

2026 RTIH Innovation Awards

Physical stores will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.