Urban Outfitters brand Iets Frans opens on Carnaby Street, seeks global expansion

By

Barbara Santamaria

Published
Oct 21, 2020

Iets Frans, the loungewear line exclusive to Urban Outfitters, has opened a two-level store at 44 Carnaby Street in London. It's the label's very first standalone and it's also exploring wholesale deals.

The store is not far from Urban Outfitters’ Oxford Street flagship location, which is home to a universe of clothing, accessories and lifestyle products from the brand’s own ranges and third-party labels.

Unlike that store, Iets Frans will focus on a single collection, offering elevated sportswear basics, unisex sets, relaxed silhouettes and technical fabrics. This seems to be good timing given the loungewear focus consumers have had for much of this unusual year.

Launched in London, the unisex lifestyle brand is influenced by vintage sportswear with a “nostalgic casual aesthetic combined with innovative colour stories and logo applications”.

Slouchy tracksuits in washed-out lavender, lime and teal, branded bucket hats and tie-dye prints dominate the range, with prices ranging from £20 to £100.

Urban Outfitters said the Iets Frans store will also offer a free embroidery personalisation service, inviting customers to customise any purchase.

Managing director Emma Wisden said: “We will be focusing our efforts on expanding the collection starting now, and through 2021, to offer updated colourways and technical fabrications with a few exciting projects along the way. Wholesale relationships are also being explored to open Iets Frans up to a bigger and more global audience.”

Samantha Bain-Mollison, Retail Director at London landlord Shaftesbury, added: “It is a great fit for the Carnaby customer with on trend product at great price points. This is another positive retail opening for Carnaby following the opening of the Rolling Stones flagship, the first Wax London store and the upsized new Adidas store.”