Wooden Wooden Shuts London Retailer – WWD


LONDONWooden Wooden, the Danish streetwear retailer, has shuttered its first retail location within the U.Ok., on Brewer Avenue in Soho.

Following a chronic interval of end-of-season gross sales, the interiors of the shop have been being stripped away as of Friday. Details about the London location has been faraway from its web site as effectively.

In accordance with experiences in Danish native media, Wooden Wooden is within the means of a significant clean-up to steadiness the books. Wooden Wooden’s father or mother firm, Carrington Retail, noticed a lack of 32 million Danish krone, or $4.68 million, in 2022 as a result of “a unprecedented impairment of stock.”

Previous to the London closure, the retailer shuttered its shops in Berlin and Aarhus, Denmark.

“We’re consolidating our retail half, and we’re doing so consistent with the truth that the market is usually below stress. As a substitute, we deal with the components which can be worthwhile,” Mads Lunøe, who stepped in from Carrington Retail as Wooden Wooden’s chief government officer within the fall, informed the Danish newspaper Børsen.

First opened in November 2019 proper earlier than the COVID-19 pandemic, the London outpost, which carried Wooden Wooden’s personal vary of merchandise and a number of designer manufacturers, was constructed as a flagship, a showroom, and a inventive area for the model exterior of its homeland, the place it nonetheless operates six factors of sale.

Soho, particularly Brewer Avenue, has been a beautiful location for style retailers because the opening of the idea retailer Machine-A in 2013. The one-way lane connecting Regent Avenue and Wardour Avenue since then has attracted manufacturers like JW Anderson, Heaven by Marc Jacobs, Palace, Fiorucci, Eytys, Natasha Zinko‘s WRHS13, and Stone Island.

The realm has additionally been standard with Scandinavian manufacturers. Inside a five-minute stroll from Wooden Wooden are shops for Ganni, Samsøe & Samsøe, Axel Arigato, and Stine Goya. Holzweiler, the Oslo-based label backed by Sequoia China, will open its first U.Ok. retailer close by subsequent 12 months as effectively.

On the time, Wooden Wooden cofounder and former inventive director Karl Oskar-Olsen mentioned he determined to open a retailer in London as a result of “the English iconic heritage of garments and style have at all times been an enormous supply of inspiration for Wooden Wooden.”

Coinciding with the retail scaleback, Wooden Wooden named Nana Aganovic and Brooke Taylor inventive administrators final summer time in a bid to revamp the model for a worldwide viewers.

WWD has reached out to Wooden Wooden for remark.


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