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Untuckit Puts Down UK Roots With Two London Stores

Untuckit is crossing the pond and taking its particular brand of shirts to the British consumer.

Untuckit announced plans to open two London stores and a regional e-commerce distribution center, building on the fleet of 80 stores it operates in the U.S. and Canada.

According to Untuckit founder Chris Riccobono, the launch of the casual dress shirt brand’s “e-commerce experience and product fulfillment center” in Manchester, roughly four hours north of London, and the addition of key outlets in the country’s fashion capital give the brand a solid chance to establish a foothold in the U.K.

“This is a huge moment for Untuckit. Since we began opening stores across the U.S. and Canada, having a presence in the U.K. has always been top of mind for us,” Riccobono said. “We’re thrilled to have chosen two of the most fashion-centric locations in London—Covent Garden and Westfield London—to kick off our physical presence there.”

Both new locations should be operational as of Nov. 6, each approximately 1,600 square feet in size and carrying a selection of Untuckit products. Stores will also host whiskey tastings to “complement the shopping experience.”

“For years, customers have asked when we’ll offer our product outside of North America, so we’re looking forward to giving them an authentic way to experience Untuckit—up close and in person,” Riccobono concluded.

Untuckit has signed professional Belgian footballer Kevin De Bruyne, a Premier League star on Manchester City football club as well as the Belgian national team. The ginger midfielder will make appearances in-store for marketing activations during the U.K. launch and Untuckit will use his likeness across its digital channels, as well.

In North America, Untuckit grew its retail footprint nearly twofold after it entered into a partnership with the NewStore retail platform in 2018.