Sealskinz unveils debut physical store

The permanent location followed last year’s pop-up shop at nearby 29 Marylebone Lane, which opened from November to January.

The 1,000 sq ft store spans two floors and showcases the brand’s clothing range called "Vitae", which was introduced last year to sit alongside its core waterproof accessories, as well as its first running collection launched earlier this year.

Established in 2009, the Norfolk-based brand is known for its waterproof and breathable hats, gloves and socks.

Kelvin, who bought a majority shareholding in 2022, is working on bringing the accessories brand into the fashion arena by introducing outdoor clothing with technical attributes.

The brand will be hosting a range of events at the new store such as running clubs and workshops as it looks to expand its customer base.

Kelvin said: "After the success of the pop-up last year, it is great to have a permanent presence in the area. I don’t want this to be just another store, but a hub for the entire Sealskinz community.

"I have lived and breathed retail my entire life and I intend to create something truly special. It’s good to be back."