Premium Spanish lifestyle brand Homiés Marbella, which was founded by friends Itziar Fuentes and JM Fernández in 2014 in Puerto Banús, Marbella, has opened a 500 sq ft store at 52 Brewer Street in the heart of London’s Soho.

The brand offers “luxe street style… with a graphic twist” across menswear, womenswear and kidswear, taking inspiration from 90s American hip-hop culture mixed with laidback Mediterranean style.

The London store adds to the brand’s flagship which opened in Puerto Banús in 2016. The flagship store, located in a prime luxury destination of the city, has attracted a global audience – including visitors from the affluent Arabic region. That led to the brand undertaking several pop-ups in the Middle East since 2019, including at Galleries Lafeyette in Doho, Qatar, last year.

Speaking about the new London store, Co-Founder Fuentes said: “With a decade of retail experience at our Marbella flagship store and successful international pop-ups, we felt ready to venture into new territory and conquer Europe.

“While our brand has thrived in the Middle East, we saw an opportunity to expand into Europe, with London emerging as our ideal destination. As a hub of trends, creativity, and global connectivity, the capital offers the perfect environment for our brand to flourish.

“While Marbella is renowned as a holiday destination, our brand extends beyond vacation wear. The new generation of luxury shoppers seek to make a statement through their style. As we expand to London, our product range will naturally evolve to meet the needs of city dwellers.”

Homiés Marbella’s SS24 collection offers a diverse array of products, featuring 150 items across various categories. Among the highlights are limited edition items only for the London store, including “silky sets perfect for summer”, graphic T-shirts, hoodies with matching shorts and swim shorts. Prices start at £20 and go up to £350.

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