US Lifestyle Brand Expands European Presence

Detroit watch and accessories brand Shinola has opened its first store in Soho, London, following the launch of its European website.

Located on Newburgh Street, the 400sq ft unit is set over two floors and offers the brand’s range of watches, bicycles, journals, leather goods, shoe polish and pet accessories.

“The decision to open our Newburgh Street store was inspired by the feedback we have received from Europe and in particular the UK,” said Shinola CEO Steve Bock.

“Soho is a vibrant and culturally significant area, with a strong sense of community, it provides the ideal location for our first store outside the US. As the gateway to Europe, our launch here in London… is an important next step in our international roll out plans.”

This month, Shinola launched globally on menswear e-tailer Mr Porter. The company is also set to open its own e-commerce operations.

Shinola was founded in 2011 with the belief that products were built to last and that they should be manufactured in America.

Prices start from £5 for leather accessories, £6 for journals, £475 for watches and £1,675 for bicycles.

Shinola UK Store

Shinola UK Store

Shinola UK Store

Shinola UK Store

Shinola UK Store

Shinola UK Store

Shinola UK Store