Shinola has had a London store for less than a year but it would appear the Detroit brand has already outgrown its current premises.
The watch, leather goods and cycle brand will move from its current home on Newburgh Street near Carnaby Street to larger premises just steps away at 28 Fouberts Place in Soho.
Shinola states that the new 750sq ft location, which will open its doors in December, will allow the brand to host in-store events, talks and demonstrations.
Steve Bock, president of Shinola’s parent company Bedrock Manufacturing, said: “This larger store is an important next step in our European expansion. We have been warmly welcomed by the Soho community since we opened our Newburgh Street store last year and we now look forward to being able to offer an enhanced in-store experience to our UK customers.”
The past 12 months have also seen the American brand go on sale in both The Wonder Room and menswear department at Selfridges and at Liberty.
The location at 13 Newburgh Street will relaunch as the second London location for Filson, an outdoor clothing and goods brand also owned by Bedrock Manufacturing.