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Soho to get world's first store for premium Swedish footwear brand

Investment firm Shaftesbury have announced that Swedish footwear brand Axel Arigato are to open their global flagship store in Soho this September.

The Scandinavian label, famed for its ‘drop of the week’ concept which sees it releasing a new style every week, is to move into a 1,688 ft plot at 19-23 Broadwick Street this September to open what will be its first ever bricks and mortar store.

Famed Swedish architect Christian Hallerod has been tasked with designing the interior of the new store, which will stock Arigato’s brand of handcrafted trainers and Soho-exclusive accessories.

Chief Executive Officer Albin Johansson cited the draw of Soho’s heritage and its reputation for premium brands and restaurants as influences in the decision to open its world first outlet.

He said: “Soho made sense for us. Some of London’s most interesting shops can be found here. It’s a great mix of people, brands and restaurants combined with a rich heritage. There’s no doubting the power of Soho.”

Samantha Bain Mollison,who is Group Retail and Strategist at Shaftesbury commented: “We are excited to welcome Axel Arigato to the Soho community.

“The brand will sit alongside our fashion portfolio including- denim powerhouse Nudie Jeans, accessories brand Sandqvist, A.P.C and Our Legacy.”

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