Italian outerwear brand K-Way has solidified its commitment to the UK market with the recent opening of a new boutique on Carnaby Street in London's vibrant West End. This expansion signifies a strategic push for the brand, which has identified the UK as a primary target for its retail growth. The new store, situated at 26-27 Carnaby Street, spans 130 square metres, offering a more substantial retail space than some of its previous locations.
[H2]Strategic Retail Push in the UK
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The opening of the Carnaby Street boutique follows K-Way's initial entry into the UK market with its first store on King's Road in Chelsea, which opened early last year. The brand's parent company, BasicNet, has expressed a clear intention to bolster its presence in the UK, viewing it as a crucial market for international development. Lorenzo Boglione, co-CEO of BasicNet, highlighted the importance of securing larger, prime locations for K-Way's growth, noting that "bigger stores worked better than smaller ones." This philosophy is evident in the choice of Carnaby Street, a globally recognized shopping destination.
[H2]A Focus on Prime Locations and Assortment Depth
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K-Way's retail strategy, as articulated by Boglione, emphasizes the need for larger spaces to accommodate a wider assortment of products. "The stores we started with were tiny because the business was small," Boglione explained. "As a brand, we couldn't afford prime locations, high key money or big rents." However, the brand has since adapted, realizing that "larger stores worked better than smaller ones" by allowing for a greater depth of product offerings, including a wider range of sizes, colours, and styles. This approach aims to enhance customer experience and drive sales performance. The new London store is expected to benefit from the high footfall associated with Carnaby Street, a key factor in the brand's decision-making process for retail expansion.
[H2]Global Ambitions and Financial Performance
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Beyond the UK, K-Way is also strengthening its presence in other international markets. The brand has recently opened boutiques in San Sebastian and Barcelona, Spain, and is expanding its network in France with new stores in Bordeaux and other locations. In Asia, K-Way is working to increase its presence in markets like South Korea, Taiwan, and China, with a new store planned for Seoul in September. Financially, BasicNet reported a robust performance in the first quarter of its 2026 financial year, with revenue increasing by 35.1% to €132.8 million compared to the previous year. This growth provides a strong foundation for K-Way's continued international retail expansion, including its significant investment in the UK market.