Korean beauty retailer PURESEOUL has signed for a new 3,000 sq ft flagship store at 11-12 Carnaby Street in Soho.
The store, which spans two floors, will stock more than 2,000 products when it opens in June and will offer a range of experiential features including a multi-use area on the ground floor.
William Oliver, director of retail and restaurant leasing at Shaftesbury Capital, said: “PURESEOUL selecting Carnaby Street as the home of its flagship and largest store to date speaks volumes about the appeal of our neighbourhood, and how we resonate with next-generation, culturally-driven brands.
“PURESEOUL is a great example of a retailer which has been able to fuse the authenticity of Korean beauty and culture, offering the latest trends and experience-driven shopping, whilst encouraging curiosity amongst new consumers, and they will be right at home alongside our leading brand mix.”
Leslie Tang, CEO of PURESEOUL, added: “What began as a small dream is now a platform shaping the future of Korean beauty. It’s been amazing to see how much impact we have had on the industry in the last few years, and our plans are more ambitious than ever, inviting customers in-store to get hands-on with our exclusive, expert curations.”
