East London brand Nicce opens at 'local' mall, Westfield Straford

By

Nigel TAYLOR

Published
Nov 30, 2022

Streetwear brand Nicce continues to expand its direct-to-consumer ops, opening at London’s Westfield Stratford shopping centre, the second physical store for the capital-based label.

Centre of attraction in the brand’s 86 sq m ground-floor store is its AnyWear collection, “featuring responsibly made, functional apparel”, alongside its classic Mercury, Nevas and Ersa casualwear.

In creating a new urban city design concept for its latest strore, Nicce worked with Millers Retail Design and 360 Signs &VM.

The expansion continues as Nicce said it has been investing in distribution, operations and product ahead of the brand’s 10th anniversary next year.

In March, it opened its flagship store in Carnaby, London. And it has launched that AnyWear collection and restructured its operations and distribution, partnering with Seko Logistics and Dedagroup Stealth to enhance its direct-to-consumer capabilities. 

The company said evolving its physical presence will allow its digital audience “to engage with the product and experience the brand in real-time”.

Nicce noted it has seen strong, double-digit growth over the past few years and has expanded globally through both retail partnerships and via its webstore. 

Matt Bullock, Chief Commercial Officer, said: “As we expand Nicce’s footprint throughout the UK and globally, we recognise the role the local audience has had in growing the Nicce brand over the last 10 years. 

"Opening a retail store in East London enables us to engage with our fanbase. By partnering with Westfield Stratford, Nicce looks forward to opening our doors ahead of the peak shopping period throughout Q4.”