TALA opens first flagship store in London
TALA Leads the Charge as Athleisure Brands Expand Their Footprint in London
On May 24, 2025, British athleisure brand TALA opened its first-ever flagship store on London’s iconic Carnaby Street — a pivotal moment not just for the brand, but for the broader athleisure category. Spanning 2,000 square feet over two floors, the store brings TALA’s full collection together under one roof for the first time, including bestsellers from its DayFlex, 365, and Airform ranges.
Founded in 2019 by entrepreneur Grace Beverley, TALA emerged as a digital-native brand focused on sustainable, performance-led activewear. It quickly built a loyal following through influencer marketing, sharp DTC execution, and an authentic, purpose-led brand voice. With the Carnaby Street opening, TALA has stepped into a new chapter — transitioning from online-only to omnichannel and from community-driven to community-anchored.
“This flagship isn’t just about shopping — it’s a physical space for our community to come together,” Beverley shared. “We want it to feel like a clubhouse, where customers can experience the brand in real life.”
A Defining Year for Athleisure Retail
TALA’s debut comes at a time when physical retail is becoming a strategic priority for athleisure brands, particularly those that began as direct-to-consumer (DTC) disruptors. What was once a category dominated by online sales and influencer drops is now evolving into an omnichannel ecosystem built on experience, connection, and physical space.
Gymshark — another UK-born, DTC success story — has been actively scaling its brick-and-mortar presence. After launching its 18,000 sq ft flagship on Regent Street in 2022, the brand added a permanent store in Westfield Stratford and, in March 2025, opened its third London location at Westfield White City. At 9,000 sq ft, this newest store reflects Gymshark’s intent to deepen brand reach across different London demographics, rounding out what the company calls its “triangle of London.”
Across the Atlantic, U.S.-based players have also taken a foothold in the capital. Alo Yoga, founded in Los Angeles, entered the UK market with a store on King’s Road in late 2023, then opened a 10,000 sq ft Regent Street flagship in August 2024. Most recently, in January 2025, it launched a multi-level location in Covent Garden’s Seven Dials, blending apparel retail with wellness programming.
Not far behind is Vuori, the performance lifestyle brand from California, which opened its first London location in Covent Garden in 2022. In October 2024, it revealed a new 4,000 sq ft flagship at 83-85 Regent Street. Vuori followed this with a third store on King’s Road in April 2025, featuring a dedicated studio for wellness events and brand activations.
The Bigger Picture: Retail Reinvented
These moves point to a clear trend: digitally native athleisure brands are no longer content with staying online. Instead, they’re using physical retail not just as a sales channel, but as a strategic growth lever — one that creates deeper brand loyalty, community engagement, and a tangible expression of brand values.
By investing in immersive, in-person experiences, brands like TALA, Gymshark, Alo Yoga, and Vuori are redefining what it means to be part of the athleisure lifestyle. These aren’t just stores — they’re modern clubhouses, wellness hubs, and cultural spaces.
As competition increases and consumer expectations shift, physical retail is becoming a vital part of the athleisure ecosystem. In 2025, it’s clear: athleisure isn’t just something you wear — it’s somewhere you go.
From a Consumer Exec lens, this move is both timely and strategic. It reflects a broader playbook emerging across the athleisure category: digital-first brands maturing into omnichannel powerhouses, leveraging physical spaces to drive deeper engagement, experiential retail, and long-term loyalty. As footfall rebounds and consumers demand more than just product from their favorite brands, physical presence is becoming a key differentiator in an increasingly competitive market,
It’s a compelling evolution for a category that was once dominated by traditional performance brands. Today’s consumers expect more than just apparel — they want alignment with their values, inspiration for their lifestyle, and physical spaces that reflect the community they identify with.