© Très Bien / Photography: Lukas Frisk Bergqvist

Brick and mortar retail is still alive and kicking, and particularly in the most sophisticated shopping arenas such as London. Its stature as one of the global fashion capitals and plenty of deep-pocketed shoppers have made the city a mecca for discerning brands and retailers, and the latest to set up shop here is Très Bien. Based in Malmö, a sleepy provincial town in Sweden, the retailer’s business has been predominantly online since its inception in 2006, but a physical retail space was added on home turf only five years later. As said, exposure in the British capital’s retail scene is seen as a pivotal marketing tool to many a brand, and Très Bien is no exception. The store is situated just off Wardour Street in Soho, and occupies the ground floor of a redeveloped four-storey Georgian building with a red brick façade, featuring an interior design by Swedish architecture practice mp12. In stark contrast with the 18th-century exterior, shoppers will find modern understatement once they enter the premises. The aesthetic is inspired by Swedish public housing in the 1950s and 1960s, and sees a palette of stainless steel, wire glass, birch and tiling. The new Très Bien store carries a similar tightly curated range of menswear, and includes coveted brands such as Junya Watanabe, Sies Marjan, New Balance, Jacquemus, Lemaire and Margaret Howell. Due to the global health crisis the retail space is currently closed until further notice.

Très Bien
23A Meard Street
London W1F 0EY

© Très Bien / Photography: Lukas Frisk Bergqvist