Samsøe Samsøe opens second London store

Opening on 26 June 2026, the store at 5 Earlham Street joins the brand’s existing location on Beak Street in Soho. This marks the brand’s wider push into bricks-and-mortar retail.  

The Earlham Street location draws inspiration from Scandinavian aesthetics, incorporating clean lines, muted tones and what the brand described as “honest materials” into the store’s design. The design also retains original architectural features of the building, and was developed with the brand’s long standing creative partner Spacon & X.  

Peter Sextus, CEO of Samsøe Samsøe, said of the of the opening: “The UK represents a significant opportunity for us, and London is central to our ambitions in the market. As one of the world’s leading retail capitals, London provides a powerful global showcase for our brand and plays an important role in supporting our international growth strategy. 

“This opening is not just about expanding our footprint, but about laying the foundations for long-term sustainable growth through a considered and scalable retail strategy.” 

Christian Øgendahl, retail director at Samsøe Samsøe, said “Seven Dials represents a unique intersection of culture, community, and premium retail, making it the ideal home for our next phase.” 

The opening is part of a broader international strategy as the brand continues to invest in stores across key markets.