Shaftesbury Capital has announced that Wolf & Badger, the award-winning multi-channel retailer, has launched its UK flagship at 102 Berwick Street, in Soho. The opening represents a milestone moment in the brand’s bricks-and-mortar presence, and reaffirms Shaftesbury Capital’s portfolio-wide appeal to high-quality retailers.

Wolf & Badger’s 1,400 sq ft unit at 102 Berwick Street presents an ever-evolving collection of unique items, from a dynamic range of over 100 independent and sustainable brands covering womenswear, menswear, jewellery, accessories, and homeware. The new store redefines the retail experience with a dedicated pop-up space hosting engaging activations, a floristry, and plant shop, as well as a showroom for personal styling. 


The brand, which attained B-Corp status in 2021, is a pioneer in the ethical and sustainable fashion movement, making it a leading destination to discover responsibly sourced items. The space, which has been designed by Augustus Brown Architects, boasts a minimalist interior that embodies the Wolf & Badger signature style. It has also been designed to help facilitate deeper engagement with independent, online-native brands, providing a multi-channel platform for both retail partners and visitors.

The strategic relocation of Wolf & Badger’s UK flagship is reflective of Shaftesbury Capital’s approach to strengthen the West End’s tenant mix with best-in-class brands, and an indication of Soho’s renowned reputation, with its unparalleled visitor experience.

Andrew Price, Executive Director at Shaftesbury Capital, commented: “Wolf & Badger’s relocation to Soho is a sign of the strength of our portfolio, reaffirming the West End’s appeal and the opportunities we create for leading brands to thrive here. Wolf & Badger’s new store delivers a unique experience, fitting seamlessly with our tenants across Soho, and further demonstrates our role as the chosen destination for UK flagships and milestone sites for physical retail.”

George Graham, Co-Founder of Wolf & Badger, also said: “We are excited to have opened our Wolf & Badger flagship in the heart of the West End. Soho is a globally recognised destination and home to many leading fashion and lifestyle brands, complementing our offer of sustainable and ethically sourced products. This store marks a milestone moment for us as we expand our presence, and we look forward to embedding ourselves within the Carnaby and Soho community and encourage more visitors to shop responsibly.”  

Wolf & Badger’s UK flagship joins several recent openings within Soho, such as Abercombie & Fitch at 39 Carnaby Street for its new London flagship, and Sculpted by Aimee at 20 Foubert’s Place, which marks the beauty brand’s debut location in London. TwoJeys, the unisex jewellery brand, has also opened its UK debut at 21 Brewer Street following international success, as well as Malin & Goetz, the high-quality skincare and fellow B-Corp brand, at 100 Berwick Street. These openings further emphasise Shaftesbury Capital’s position as the go-to choice for debuts and UK firsts.