LONDON — Goldwin, the Tokyo-based sportswear and outdoor brand, on Saturday officially unveiled its European flagship in London, occupying the location that used to host Veggie Pret in Soho.
Spanning 1,830 square feet, the store is the second directly managed store in Europe for Goldwin Inc.’s original namesake brand.
A listed company on the Tokyo Stock Exchange, the group also owns the rights to The North Face in Japan and South Korea, as well as a basket of smaller brands such as Helly Hansen, Woolrich, Per Se and Allbirds.
Goldwin’s European flagship in London.
The Soho neighbourhood where Goldwin is situated is a trendy retail hotspot, with Axel Arigato, Salomon, Aimé Leon Dore and A.P.C being its immediate neighbours. Cult brands like Supreme, Palace and Stüssy are within walking distance as well.
The store, designed by New Material Research Laboratory, is envisioned as the “eye of a vortex” amid the hustle and bustle of the city.
At the center of the space, there is a ring-shaped yashiro, meaning shrine or sanctuary in Japanese. It’s designed as a stage to showcase the brand’s full range of categories, including ski, outdoor, athletic and lifestyle wear, as well as accessories and bags.
On the outer part of the yashiro are 12 LED screens, showcasing footage of nature and video works by artists. Inside, there are rows of Akita cedar pillars, meant to calm the minds of visitors, the brand said.
The fitting rooms feature walls fitted with panels made of special fabric dyed using traditional Japanese techniques: silk threads dyed with persimmon tannin for a faintly shimmering cherry-blossom color.
Shinji Kawada, president of Goldwin’s U.K. subsidiary, launched in May 2025, said Goldwin London is more than a mere sales location.
“Its purpose is to actively broadcast Goldwin’s worldview, technology, and aesthetics. This is part of our global strategy, anticipating spillover effects into the East Asian market, as well as expanding recognition in Europe and the U.K.,” he said.
“By establishing a local subsidiary, we enable speedy and flexible deployment tailored to the local culture and lifestyle, creating new value through deep dialogue with the local community,” Kawada continued.
Goldwin’s European flagship in London.
Prior to the brick-and-mortar launch, Goldwin has been investing in the U.K. market for almost a decade.
Between 2017 and 2021, the company provided the apparel for the British Alpine National Team on the international stage. It has also worked with local fashion players such as heritage brand Baracuta and Jean-Luc Ambridge’s label J.L-A.L to expand market recognition. The brand’s experimental platform Goldwin 0, launched in 2022, bases its design, creative direction, and communications teams in London, as well.
The London opening is part of the company’s “Goldwin 500” ambition, which is aimed at driving global growth for the Goldwin brand. By 2033, the company said it plans to open around 113 Goldwin stores globally, with the majority of them in China.
The Goldwin brand was founded in 1951, starting as a knit fabric manufacturer before evolving into a high-performance apparel company. The brand originally focused on skiwear and now offers a range of products for outdoor activities, sports and lifestyle wear.
