Peachy den expands footprint: soho store signals bold growth

London-based label Peachy Den is strategically amplifying its presence with the opening of a second store in Soho, a significant move following strong performance in its original Shoreditch location.

Peachy den's soho launch: a hub for community and creativity

Founder Isabella Weatherby attributes the success to a key channel: the Shoreditch store has generated seven-figure revenues in 2025. This growth propelled the brand to its strongest year yet, marking a 35% year-on-year increase.

The new Soho space, housed in the former Marc Jacobs flagship, isn't simply a retail outlet. It's envisioned as a dynamic space blending retail, cultural venue, and community hub, designed by architect Kat Milne. The concept revolves around a rotating schedule of workshops, activations, and collaborations, from nail artists to tattooists, aiming to establish a vibrant atmosphere.

Weatherby’s vision centers on creating a space where customers feel a sense of belonging, akin to the regulars at a favorite bar. This customer-centric approach stems from Weatherby’s background outside traditional fashion: she studied politics and international relations, initially working with Swarovski. This perspective allowed her to prioritize what women truly want to wear, resulting in designs that blend functionality, sexiness, and quality.

The brand’s production model is equally agile. By working with London factories, Peachy Den achieves remarkably short lead times – roughly three months from concept to product. This responsiveness allows for immediate reaction to customer demand, a rarity in the premium label sector.

Peachy Den distinguishes itself by defying the traditional fashion calendar. Instead of adhering to seasonal timelines, they operate on a framework of