Pangaia, the fashion brand specializing in basics and material innovation, has chosen London to open its debut store in the United Kingdom. Located on Carnaby Street, the approximately 1,500 square foot space is the second standalone store the brand has opened to date. It appears to be an extension of Pangaia itself, reflecting its eco-centric values in an interior that features a genderless collection of “earth-conscious” clothing.
The current retail climate and market saturation – a market that has become increasingly reliant on e-commerce, particularly in the UK – demands a physical format that can cater not only to sales, but also to the wider interests of potential consumers. This, combined with Pangaia’s emphasis on sustainable awareness, has informed the design of the store. Every element of the interior has been a conscious decision, from the use of vegan paint from floor to ceiling, to the choice of metal structures rather than plastic, and processes that manage heat and avoid excessive air conditioning.
“We carefully designed the space to immerse our customers in nature and find a sense of calm, while giving back more than we take from our surroundings,” the Pangaia team explained in an interview with FashionUnited. “The physical space also gives us the opportunity to connect with our customers on a personal level, enhancing the customer experience and bringing our brand story to life in a tangible environment.”
Connecting with nature
Even before entering the store, passers-by are drawn to a foreboding cobalt blue sphere installation in the window, created to symbolise Mother Earth while emphasising an “interconnectedness with our environment”. It sits above a bed of plants sourced by regenerative planting supplier Wayward, who have supplied mostly native plants and trees representative of English woodlands.
Once inside – spread across two floors – Pangaia’s signature block-coloured products sit against a neutral backdrop of light earth tones. The team describes this as a calm atmosphere that’s a departure from the hustle and bustle of the streets, yet still aims to pique curiosity. To achieve this, Pangaia sought to play with the senses, adding textural details such as oak for tables and scent marketing in the form of natural aromas that fill the room.
Unlike other brands’ stores that are increasingly relying on digital in-person features, the technology at the Pangaia location is almost completely stripped down, save for a nature-themed projection that spirals down the stairs and QR codes that, when scanned, lead shoppers to more information about the garments on display. Short educational notes referencing each of the collections on offer are readily available for those who want to learn more about the intricacies and science behind the products.
The collections include Pangaia’s children’s clothing line; the Frutfiber line, featuring items derived from cellulose fibers sourced from bananas and pineapples mixed with bamboo lyocell; and the plant-based activewear, made from biobased Evo Nylon derived from castor beans. In addition, the recently launched Linen Capsule 2.0 and Aloe Linen Capsule have been added, a button-down shirt and shorts made from 100 percent linen treated with aloe vera to make the material hypoallergenic and softer.
Physical retail shows more positive outlook
The store’s opening, meanwhile, marks what appears to be a promising outlook for the brand, which was reportedly facing mounting financial losses in 2022 as sales reportedly fell by 42 percent. The shocking decline prompted the company to rethink its approach to business and implement a restructuring, according to a report from Business of Fashion earlier this year, which went on to state that the immediate action put Pangaia back on track for profitability in 2023.
A permanent standalone space also marks a shift from Pangaia’s original approach to a physical presence. Previously, and alongside its core e-commerce platform, the brand had largely stuck to concessions, shop-in-shops and pop-ups in its key markets, including a space in Selfridges in London, Bloomingdales in the US and other premium department stores across Europe. However, that strategy has already shown signs of changing in mid-2023 when Pangaia opened a location at Dubai Airport, its first global permanent store and first travel store.
The choice of Carnaby Street is a reflection of Pangaia’s mission in the UK, where it has built a “strong, loyal customer base” over the past five years. Here, in the heart of what is often seen as the “edgier” side of Soho, the brand is surrounded by names like Sweaty Betty, Axel Arigato, Ba&sh, Ganni and Rejina Ryo, each of which attracts a specific audience of fashion-conscious, but generally aware consumers.
“We believe this is the perfect time to open our own space and create an environment that truly embodies our values,” notes the Pangaia team. “Having a physical space allows us to bring our brand to life in a way that resonates more deeply with our community. Carnaby Street in London, with its dynamic energy and cultural significance, provides the ideal setting for us to make our home.”
It is not yet known whether there will be further expansion on the retail front, as the team is still tight-lipped about future plans. However, from this base, which is seen as a “natural progression” for the brand, Pangaia plans to establish a hub for “creativity, innovation and connection”, allowing it to host events, collaborate with local communities and engage with its audience in meaningful ways. “For us, this is not just a store, it is a place where our values, purpose and community can flourish together,” the team concludes.
This article was previously published on FashionUnited UK. Translation and editing by Susan Zijp.
Source: fashionunited.nl
