Rails unveils second UK store after it sees big success with debut location

By

Sandra Halliday

Published
Apr 14, 2022

LA-based lifestyle brand Rails is continuing its UK expansion and has opened its second London store with a debut in Westbourne Grove, Notting Hill.

Offering both its womenswear and menswear, Rails Notting Hill “will provide customers in West London, and the surrounding areas, an opportunity to experience in-person the full scope of the brand and product offering”.

The opening follows hot on the heels of its Covent Garden flagship store and European HQ that launched in February. The company said that opening has been a “success” and it recently enjoyed its “most successful weekend to date this year across its stores globally, proving the UK appetite for the brand”.

The new location, meanwhile, “brings a touch of laidback, LA glamour” to the area while the “leafy charm and neighbourhood feel of Westbourne Grove make for a natural pairing with the brand’s vision of elevated, casual cool”.

The store has been designed “to reflect the brand’s Southern California heritage”. That means large windows, light woods and “succulent landscaping pair with stylish furnishing and modern fixtures for an LA-meets-London mix” across a 1,000 square foot space. That’s about half the size of the Covent Garden store.

The UK is the label’s leading market outside of the US and founder and Creative Director Jeff Abrams said: “While many brands in our space are backing away from physical retail, we’re investing in bricks and mortar with a long-term view that the in-person shopping experience remains integral to brand growth and success. 

“Our London stores sit in key neighbourhoods ripe for brand discovery and customer acquisition, while providing an extensive product assortment for existing customers. We’ve created an experience where our customers can build a deeper emotional connection with Rails, and follow us on our global journey.”

The company has also been opening new stores in its domestic market with recent debuts in New York, San Francisco, and Newport Beach, as well as in Europe with a Paris debut.