Coca-Cola opens new fashion store in London

Coca-Cola Great Britain today announced the launch of its first flagship Coca-Cola store in London, the first of its kind in Europe.

Located on Long Acre, Covent Garden, the new retail destination offers a range of limited-edition apparel collections, exclusive designer collaborations, gift items, and unique drinks creations.

The London store follows the successful launch of similar retail stores in the US. Shoppers will also have the opportunity to sample unique Coca-Cola serves at the Beverage Bar, and add a personalised touch to cans at the customisation centre.

The Coca-Cola store’s exclusive clothing collections include a range of sportswear and workwear as well as a sustainable apparel and accessories collection made from recycled plastic. The store will also feature fashion collaborations with leading UK based and global designers such as Soho Grit, Alma de Ace, BAPE, Herschel, Staple, BE@RBRICK and more.

In addition to a wide range of fashion accessories such as hats, bags, tech accessories and reusable drinkware, the store assortment will also include limited edition collectibles and special collections, such as for Pride in June.

Michelle Moorehead, vice president of licensing and retail at the Coca-Cola Company, said: “This store is a chance for us to provide Coca-Cola fans with a premium array of fashion and collectibles, and fresh ways to experience our drinks. Through a collection of products made from recycled materials, it also gives us a great opportunity to share our sustainability commitments with people and bring them with us on our journey to a World Without Waste.”

Coca-Cola will partner with RuPaul’s Drag Race UK star and LGBTQIA+ icon, Tayce, to officially open the store to the public, joined by fellow young London creatives and content creators, Dancer, and Choreographer Nifé @itsjustnife, Fashion Designer and Vlogger Magnus Ronning @magnus, and Musician and Presenter Poet, @poetscorner.

The launch will be supported by a targeted media campaign, including proximity OOH, geo-targeted social, and a takeover of Covent Garden Tube Station exits.