Storm has opened its latest store in London’s Camden Lock, where the brand launched more than 25 years ago.
The British brand opened its new 22sq m retail location at the weekend with a ‘raw, modern feel and exposed brick walls’ which is in stark contrast to the Storm’s traditional store design and thought to better represent the ‘trendy hot spot’.
The Camden Lock store is the brand’s second in London, joining its flagship store on Carnaby Street, and fourth dedicated store in the UK, with others in Birmingham and Brighton.
In recent years Storm has been focused on its global expansion resulting in the brand entering Germany, Vietnam, Russia, Bulgaria, France, Trinidad and Tobago , UAE, Panama and China.
Anna Lee, Storm co-founder, said: “Storm is incredibly excited to be part of the changing face of Camden with the re-development that is taking place. Camden is set to become a fashion hub of young designers and the ultimate shopping destination, it takes Storm back to where we created the brand 25 years ago.”
The new store will house the brand’s new AW15 collection of watches, jewellery, bags and sunglasses for both men and women.