Member Article

Nail art entrepreneur behind WAH London to open flagship store in Soho

WAH London, the nail art salon, is to open a new global flagship store in London’s West End this autumn that boasts an innovative play and discover area.

The brand, which was founded in 2009 by entrepreneur Sharmadean Reid, has taken a 900 sq ft store at 4 Peter Street in Soho which will be fitted out with an interior harkening more to night clubs than nail salons.

Over its two floors the new salon will feature an immersive Virtual Reality experience along with nail printing and product testing on its ground floor, while its treatment area. Encompassing manicure desks, pedicure chairs and a cocktail bar will be housed within the basement.

The property, which is part of the extensive Shaftesbury estate in the West End, is to be designed with digital technology in mind in order to create a smooth transition for the customer between both online and offline channels.

Commenting on the move, Sharmadean expanded upon the personal significance of setting up the global flagship of her beauty brand in Soho.

She said: ““I chose to open my WAH London flagship in Soho as this area has created so many memories for my life in London. From studying at Central St Martins college of Art to my first job on Shaftesbury Ave, to me Soho IS London.

“I love the existing locals as well as the next generation of entrepreneurs and I’m extremely excited to be part of the community of Soho. I am looking forward to bringing this new innovative concept store to the area when trends historically have started.”

Samantha Bain Mollison, Head of Group Retail and Strategy at Shaftesbury added: “We are delighted WAH Nails have selected Berwick for its flagship concept. The brand will sit perfectly alongside our fashion and lifestyle Soho portfolio including BLEACH, Lights of Soho and latest cult trainer brand, Axel Arigato.”

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