TALA, the British activewear brand founded by influencer-turned-entrepreneur Grace Beverly, opened its first-ever store this weekend at 3-4 Carnaby Street in London.
Marking a “major milestone” in the brand’s growth journey since its launch in 2019, customers can now shop the complete bestselling TALA collection under one roof for the first time.
The 2,000 sq ft, double-fronted store spans two levels and blends contemporary design with bold, brand-led features to create a space that showcases activewear pieces in a ‘feminine, elevated, and naturalistic’ setting – one that “combines the utility of shopping for activewear with a fashion-brand experience”.
During the opening weekend, visitors were treated to a high-energy TALA experience featuring a live DJ, interactive photo booth, giveaways, sweet treats, and special guest appearances.
The opening also marked the first chance to shop TALA’s new Summer Active collection, available exclusively on Carnaby Street a full week before its official launch elsewhere.
Grace Beverley, founder of TALA, said: “We’ve always had a deep connection with our community, not just through the pieces they wear but through the conversations we have across socials, the content we create and the values we share.
“I’m so excited for our customers to finally be able to step into the world of TALA. The store has been years in the making. It’s surreal and seriously exciting to see it become a reality.”
The move is part of TALA’s ambitious growth strategy, following its £5 million funding round in July 2024, led by Pembroke VCT with support from Venrex and Active Partners.
The investment has enabled TALA to launch its retail format, accelerate domestic and international expansion, and strengthen its senior leadership team.
The flagship store also marks an important step in TALA’s wider omnichannel expansion, underscoring the brand’s commitment to connecting with customers both online and in person.
Morgan Fowles, CEO at TALA, said: “Immersing our customers in the brand has always been a key element in the decision for us to transform from a leading e-commerce brand to a prominent player in the physical retail landscape. If we were going to open a store, it had to feel distinctly TALA, from the look and feel to the experience itself.
“Our flagship is more than just a shopping destination. It’s a strategic extension of our brand and a way to engage with our community in a more meaningful, in-person way. Consumer shopping habits are constantly evolving, but our customers have made it clear that physical retail remains a powerful channel for connection.
“We’re delighted to mark this next chapter for TALA with a space that genuinely reflects our brand and ethos.”