TALA at Westfield London
Location & Format
- The store will be located at Westfield London in White City, London. (id.fashionnetwork.com)
- It will occupy approximately 1,900 sq ft in a single-level layout on the ground-floor central atrium. (TheIndustry.fashion)
- The format will include a prominent “signature leggings wall”, multiple fitting rooms, accessory fixture zones, and a strong visual emphasis on the brand’s product collections. (FashionNetwork)
Opening Date & Launch Plan
- The store is slated to open Saturday 1 November 2025. (TheIndustry.fashion)
- The opening weekend will feature a “Community Opening” and “Grand Opening Day” format:
- On the first day: Hosted by TALA founder Grace Beverley, live DJ, photobooth, complimentary snacks & drinks, and a free gift with purchase for the first 250 shoppers spending £30 or more. (id.fashionnetwork.com)
- On the second day: Continuation of DJ and photobooth, in-store exclusive drop items, etc. (id.fashionnetwork.com)
Brand Strategy & Product Focus
- TALA has described this move as part of its transformation from a primarily e-commerce brand into a “global omnichannel brand”. (FashionNetwork)
- The new Westfield store will showcase its latest collections in person—particularly the “DayFlex” collection, which will launch online a week later. The store will also have a Westfield London-exclusive graphic T-shirt. (TheIndustry.fashion)
- CEO Morgan Fowles commented that physical retail “works for TALA” and that Westfield gives access to a different customer base and shopping context. (FashionNetwork)
- Founder Grace Beverley noted that Westfield London holds personal significance (“the shopping centre I spent so much of my childhood in”) and called the new space a “full-circle moment”. (TheIndustry.fashion)
Business & Expansion Context
- The brand’s first London store (on Carnaby Street) opened earlier (May 2025) and reportedly “exceeded expectations” in terms of sales, footfall and brand awareness. (FashionNetwork)
- TALA has also raised approximately £10 million from investors (including Pembroke VCT, Venrex, Active Partners) to support its expansion into physical retail and international markets. (TheIndustry.fashion)
- Beyond standalone stores, TALA has a wholesale/shop-in-shop presence (with partners like Selfridges, Anthropologie, END., Ounass and ASOS) across the UK, Middle East, Europe and a strong e-commerce presence in the USA. (FashionNetwork)
Why This Matters
- For TALA: It signifies a shift from pure online to physical retail, which can enhance brand engagement, customer experience and conversion rates.
- For Westfield London: Adds a digitally-native activewear brand with growing credentials, helping diversify the retail mix and attract younger, fashion-/fitness-oriented shoppers.
- For retail trends: Reflects the broader move of “native-digital” brands entering physical spaces to build omnichannel experiences, blending online and in-store engagement.
- For consumers: Offers an opportunity to experience the product in person (fit, feel, try-on) and benefit from store-exclusive items and opening-weekend promotions.
- Here are case studies and key stakeholder comments on TALA’s upcoming flagship store at Westfield London (White City), putting the announcement in context of the brand’s physical-retail strategy.
Case Studies
Case Study A: First Store Launch on Carnaby Street
- In May 2025, TALA opened its first permanent brick-and-mortar store on London’s Carnaby Street (3-4 Carnaby Street). (FashionUnited)
- The store spans around 2,000 sq ft over two floors. (FashionUnited)
- It was designed as an “immersive, sensory and human experience” to complement the brand’s online presence, signalling TALA’s shift to omnichannel. (FashionUnited)
- The flagship included exclusive items (store-only drops), and emphasised in-store experience (e.g., strong product presentation, community-events). (TheIndustry.fashion)
Take-away: This launch provided TALA with a proof-point of how physical retail can enhance brand experience, convert online customers into in-store visitors, and deepen community engagement.
Case Study B: Westfield London Flagship – Next Phase
- TALA is preparing to open a new store at Westfield London, White City — a 1,900 sq ft single-level store in the central atrium of the mall. (Retail Gazette)
- The opening date is set for Saturday 1 November 2025 (opening weekend with special event: live DJ, photobooth, free gift for early shoppers). (Westfield)
- The store format includes a signature “leggings wall”, multiple fitting rooms, accessory fixture zones and a strong focus on TALA’s activewear + loungewear collections (DayFlex, 365, outerwear). (Retail Gazette)
- According to CEO Morgan Fowles, “Retail works for TALA – it’s become one of our highest-converting and most brand-enhancing channels.” (Retail Gazette)
Take-away: This second store is positioned as both a brand statement and a strategic expansion into a high-footfall, mixed-audience environment. It builds on the Carnaby Street learnings and aims to test scaled-retail operations for TALA’s growth.
Stakeholder Comments
- Founder Grace Beverley said of the Westfield London opening:
“Opening our second store in Westfield London is such an exciting milestone for TALA. It’s the shopping centre I spent so much of my childhood in, so to now see TALA there is a real full circle moment.” (Westfield)
She also emphasised physical retail is more than a sales channel: “Physical retail is more than just a sales channel for us – it’s a way for people to experience TALA in a tangible, memorable way.” (Retail Gazette) - CEO Morgan Fowles commented:
“Westfield London gives us the opportunity to build on our momentum with key points of difference – access to a different customer, shopping in a different context, as well as the flexibility to test new formats.” (Retail Gazette)
She also said: “Retail works for TALA – it’s become one of our highest-converting and most brand-enhancing channels.” (Retail Gazette) - From the retail property viewpoint: The choice of Carnaby Street for the first store was described as “recognition of how important physical retail is for digitally native brands”. (Retail Bulletin | Daily UK Retail News)
Key Insights & Implications
- Omnichannel strategy in action: TALA, launched as a digital-native brand, is explicitly using physical stores not just for incremental sales, but to deepen brand experience, community connection and product touchpoint.
- Format adaptation: The Westfield London store shows lessons from the Carnaby store: a slightly smaller footprint (1,900 sq ft, single level) compared to Carnaby (2,000 sq ft, two levels) — indicating a refined model for scalability.
- Location strategy: Westfield London offers high-footfall across local, national and international visitors — different from the tourist-/fashion-led Carnaby Street location — expanding the brand’s reach beyond core fans into potentially new segments.
- Experiential launch: The opening weekend events (DJ, photobooth, free gift) signal that TALA wants to generate buzz and social-media exposure, consistent with its community-driven brand DNA.
- Growth leverage: The physical retail expansion aligns with TALA’s broader scaling ambitions — leveraging previous funding rounds (~£5 m+) to move into retail while maintaining a strong digital base.
- Testbed for future: The Westfield store serves as a strategic test location. How well it performs will likely inform further roll-out (UK-wide, possibly international).
Summary
The decision by TALA to open a flagship store at Westfield London is not simply a location expansion — it is a milestone in the brand’s transformation from an e-commerce upstart into a full omnichannel player. The case studies (Carnaby Street and now Westfield) show the brand’s evolving retail strategy: immersive physical experiences, careful location choice, brand-community emphasis, and scalability in store format.