Danish childrenswear label, Wheat, has launched its first store in London. Located in Islington Square on Upper Street, the 2,000 sq. ft space showcases the brand’s childrenswear and accessories against a Scandinavian-style interior.

The store’s upper floor, meanwhile, acts as a seasonal showroom to highlight the collections to buyers and the trade. The showroom reflects Wheat’s investment to support UK retailers with a dedicated brand space, enabling them to pre-order new collections and see the quality and prints in person.

The Wheat London store is being run in partnership with Caroline Van Luthje, founder of Wild Swans, a fashion, beauty and lifestyle boutique offering primarily Danish brands. Danish-born Van Luthje is known for her expertise in retail, with two locations in London.

 

 

Commenting is Julie Andersen, brand director at Wheat. “This store is not just a place to find our high-quality products but a destination where our brand’s essence comes to life. We look forward to welcoming our customers and sharing the Wheat experience in this beautiful space.”

Retailers and buyers can now reserve their space to view the brand’s a/w 24 showcase. The a/w 24 showcase days are Tuesday 21 November 2023, Tuesday 28 November 2023, and Thursday 11 January 2024. Viewings can also be made by appointment. To do so, please contact UK sales manager Jessie Thomas at jt@wheat.co.uk

Wheat’s store and showroom is located at 129F Upper Street, Islington Square, London N1 1QP. Established in 2002, Wheat offers childhood essentials for 0-12 years using eco-responsible materials. For further information on the brand, please click here.