Coca-Cola has opened its inaugural European concept store in London’s Covent Garden.
Created to resemble a traditional high-street fashion shop, the store will sell Coca-Cola branded merchandise, limited edition apparel and feature “exclusive designer collaborations”.
The flagship outlet, which opened its doors yesterday (28 April), will stock a range of informal and formalwear, alongside a range of sustainable clothes made from recycled Coca-Cola bottles, which was first released in 2013.
The new opening marks a significant expansion for the soft drink brand’s clothing line, having already opened several US stores in Atlanta, Orland and Las Vegas.
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In the coming months, collaborations with both UK-based and international designers will be featured at the shop, including Soho Grit, Alma de Ace, BAPE, Herschel, Staple, BE@RBRICK among others.
Already available in-store however, is an exclusive collection designer in partnership with US denim brand Lee, with denim jackets, boilersuits and jeans on offer.
Customers will also be able to enjoy non-alcohol mocktails while they shop, as well create customised Coca-Cola cans with messages for loved ones.
“We have opened the doors in London to our first new concept store in Europe,” Coca-Cola VP of licensing and retail, Michelle Moorehead said.
“This store is a chance for us to provide Coca-Cola fans with a premium array of fashion and collectibles, and fresh ways to experience our drinks.
“Through a collection of products made from recycled materials, it also gives us a great opportunity to share our sustainability commitments with people and bring them with us on our journey to a World Without Waste.”
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