The move of activewear brand Tala, founded by Grace Beverley, from being a digital-first brand to opening its first physical flagship store on London’s iconic Carnaby Street, is a powerful case study in how modern brands are evolving beyond pure “hype” to build lasting connections and sustainable growth. This expansion signifies a strategic pivot from purely online presence to a true omnichannel strategy that prioritizes community, experience, and brand immersion.
Here’s a look at how Tala, under the leadership of founder Grace Beverley and CEO Morgan Fowles, is building more than just hype:
From Social Media Genesis to a Physical Home:
Tala emerged in 2019, riding the wave of influencer-led brands. Grace Beverley, a prominent fitness influencer (formerly GraceFitUK), leveraged her significant social media following (millions across platforms) to build a brand that resonated deeply with Gen Z and millennial women. Tala’s initial success was largely fueled by:
- Authenticity and Transparency: Beverley has been transparent about the brand’s journey, involving her community in product development, design choices, and even construction updates for the new store. This “building in public” approach fostered a strong sense of ownership and loyalty among her followers.
- Community-First Approach: Tala actively engages with its “Team Tala” community, listening to feedback on everything from fit adjustments to new colorways. This two-way dialogue ensures products genuinely meet customer needs and desires.
- Sustainability as a Core Ethos: From its inception, Tala has positioned itself on a foundation of sustainability, using recycled and upcycled materials, offering transparent information about its supply chain, and focusing on creating long-lasting, versatile pieces. This commitment resonates with a values-driven consumer base.
- Accessible Pricing: Tala has aimed to offer more sustainable activewear at an accessible price point, often undercutting luxury competitors while maintaining quality and design.
The Carnaby Street Flagship: More Than Just a Shop:
The decision to open a 2,000 sq ft, two-level flagship on Carnaby Street, following earlier successful concession partnerships with Selfridges, signifies a strategic evolution. As CEO Morgan Fowles (who joined Tala in 2023, bringing a decade of retail strategy experience) stated, the store is about “immersing our customers in the brand” and transforming from an e-commerce brand to a “prominent player in the physical retail landscape.”
Key aspects of the Carnaby Street store demonstrate this “more than hype” philosophy:
- Experiential Retail: The store is designed as a brand immersion space, offering a “360-degree Tala experience.” It’s not just a transactional space but a place for customers to “feel the quality of our products, experience our designs in a new way, and interact with the brand.” The launch weekend featured a DJ, photo booth, giveaways, and exclusive product drops, creating a true event.
- Community Hub: The store is envisioned as a community hub, hosting events and offering a tangible space for “Team Tala” to connect in person. The soft launch invited top customers, press, and influencers, further cementing this community focus.
- Content Engine: Recognizing the power of social media, the store itself is built with content creation in mind. Its aesthetic, layout, and even the debut of a physical Tala shopping bag are designed to fuel user-generated content and organic buzz across platforms like TikTok and Instagram. Grace Beverley’s behind-the-scenes content leading up to the opening has already showcased this.
- Omnichannel Integration: While a physical store, it seamlessly integrates with Tala’s digital presence. The goal is to understand how customers shop the space and interact with products, informing future physical retail expansions and refining the online offering (with a website relaunch planned for June 2025).
- Inclusivity on Display: The store reportedly features a full size range on the floor and diverse models in the windows, reflecting Tala’s long-standing commitment to inclusivity which Grace Beverley insists is “the essence of your business.”
Building Enduring Social Capital:
Tala’s journey exemplifies how a brand, born from social media hype, can translate that initial momentum into sustained growth by focusing on core values, genuine community engagement, and a thoughtful expansion strategy. The “hype” is not an end in itself, but a launchpad for building something more enduring:
- Quality and Versatility: Beyond the marketing, Tala emphasizes delivering quality activewear that is versatile enough for both workouts and everyday wear.
- Responsible Growth: The brand has secured significant funding (a £5 million round in July 2024) to support senior hires, international expansion, and the store buildout, indicating a strategic, well-planned growth trajectory rather than rapid, uncontrolled expansion.
- Customer-Centricity: From product development to store design, every decision is deeply rooted in understanding and responding to the customer.
By embracing physical retail, Tala is providing a tangible anchor for its digitally-native community, allowing customers to experience the brand’s commitment to quality, sustainability, and inclusivity in a truly immersive way. This strategic move cements Tala’s position as a prominent player in the activewear market that understands the modern consumer, proving that authentic connection and a strong brand ethos can build far more than just fleeting social media hype.
