VF Corporation opens new UK HQ

VF’s new UK headquarters features dedicated floors for its well-known brands.

VF Corporation has moved into new UK headquarters in London W1 which it says is a demonstration of the group’s commitment to Europe. Originally built in the 1920s, the seven-storey art deco building called 'Axtell Soho' has been fully refurbished to become a showroom for buyers to view VF Corporation’s collections and as a meeting point for company employees.

Axtell Soho has floors reserved for Kipling, The North Face, Timberland and Vans, as well as areas used to showcase Altra, Dickies, Eastpak, Icebreaker, Napapijri and Smartwool branded products. The building also features a sixth-floor digital innovation and design studio and a landscaped roof top garden.

Martino Scabbia Guerrini, VF Corporation’s EMEA group president, commented: "Having our experiential brand showcase in the centre of one of the top fashion capitals will help our brands to support our company growth in the years to come, including recruitment of the industry’s best talent."

Twenty per cent of VF Corporation's European sales are from the UK, which generates some £500 million ($636 million) each year. The group operates 57 stores in the UK, 20 of which are located in London.

Publishing Data

This article was originally published on page 3 of the July/August 2019 issue of SATRA Bulletin.

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