Alohas opens its first UK store in London

Madrid – Alohas, the Spanish on-demand fashion and footwear brand, is continuing to expand its global retail network with the opening of its first brick and mortar store in the UK. The brand has entered the country with the inauguration of its first store in London.

Located at 45 Beak Street in the heart of London's SoHo district, the store is just a few steps from the iconic Carnaby Street. With this opening, Alohas has secured a particularly strategic position within the UK capital's retail scene. The Spanish brand has arrived in the city, placing its primarily on-demand offering in direct competition with major international fashion and footwear companies. In this specific area of the city, competitors include brands such as Ganni; The North Face; Levi’s; Dr Martens; Havaianas; and Paul Smith.

“This is an incredibly exciting milestone for us,” emphasised Alejandro Porras, founder and CEO of Alohas, in a statement from the fashion and footwear brand. “London has always been a global benchmark for style and creativity, so opening here feels like a natural step in Alohas' journey.” Through this store, “we are looking forward to connecting with our London community in a more personal way.”

Reaching seven stores in six countries

With its launch, the London store completes an international retail network for the Spanish brand. Founded in 2015 as a digital pure-player, the company began building its physical presence in April 2024 with its first store at 113 Rambla Cataluña in Barcelona. This opening was followed by permanent stores in Madrid; Milan; Amsterdam; New York; and Paris. The new boutique in London's SoHo brings the total number of permanent Alohas stores to seven, spread across as many cities in Europe and the US.

Aligning with the shopping experience and aesthetic of its predecessors, the new Alohas store in London offers customers a curated selection of key pieces and items from the brand's latest collections. Designs are available for customers to try on. They can then have them conveniently delivered to their homes, continuing the on-demand production shopping experience that Alohas offers its community. Since its founding, the Spanish brand has championed this process. It has become a key element of its brand identity and its stated commitment to sustainability. Since developing its retail network, it has been interesting to see how the brand has balanced this approach with ensuring store profitability. It seems to have found the key by selling its best-selling models directly in-store.

“True to the brand's on-demand model, the store features samples of each design for customers to try on before placing their order,” explains Alohas. “Once the purchase is made, the product is manufactured and shipped directly to the customer, helping to reduce overproduction and promote a more sustainable consumption model.” Additionally, as mentioned, “a limited stock of the best-selling designs is available for immediate purchase in-store.”

Amongst pinchos and cocktails

To celebrate the store's inauguration, Alohas hosted an opening event on Tuesday, October 21. It brought together various figures from London's social and cultural scene. Guests included Burmese presenter Jessica Dada; influencer Marj Moore; creative consultant Gabby Martin; model and dancer Mette Linturi; and DJ Eliza Jackson, who provided a live DJ set for the evening. The music set the tone for the event. Guests explored the new Hawaiian-inspired store—the birthplace of the Alohas project—while enjoying cocktails and traditional Spanish pinchos.