Goldwin Inc. (Headquarters: Minato-ku, Tokyo; President and Representative Director: Takao Watanabe) will open its second directly managed store in Europe under its original Goldwin brand. Named Goldwin London, the store will open on Saturday, January 31, 2026 in the Soho area of central London in the United Kingdom.
Goldwin London will open on Broadwick Street. Lined with boutiques, markets, cafés, and live music venues, this iconic street in the heart of London’s Soho district is a crossroads between fashion and culture. Historically known as the location of John Snow’s Broad Street Pump, the area also boasts a rich cultural context in which the past and present intermingle. It is regularly frequented by tourists as well as local trend-setters and creative workers, giving the store a high degree of visibility and providing a base to increase familiarity with the brand. By placing a street-level store in a high-traffic area, Goldwin aims to increase its ability to attract customers with a strong affinity for fashion.
Goldwin has deep connections with the United Kingdom. From 2017 to 2021, the company provided racing suits and training wear to the British Alpine National Team, supporting the athletes as they competed on the global stage.
In the world of fashion, Goldwin held a collaboration for the fall and winter of 2023 with BARACUTA, a long-running outerwear brand established in 1937 in the United Kingdom. In 2024, Goldwin began collaborating with _J.L-A.L_, a brand founded in London by Jean-Luc Ambridge. By joining forces in this way with fashion brands that are deeply rooted in London, Goldwin has sought to expand market awareness. Also, when Goldwin 0 launched in 2022 as a platform for future exploration, the company established a base in London for design, creative direction, and public relations, and engaged in globally oriented marketing.
At the Regenerative Circle pop-up store that opened in September 2023 in Soho, London (59 Greek Street), Goldwin focused solely on products using Brewed Protein™ as a material. By working with creators from a diverse range of fields, including art, culture, fashion, and technology, the company used Brewed Protein™ as a springboard for activities aimed at forming a community that comes together to restore and circulate resources in the global environment, as well as engaging in other efforts to enrich mutual understanding between Japan and the United Kingdom.
In April 2024, the company announced Goldwin 500, a project to drive the global growth of the Goldwin brand. Since then, Goldwin has accelerated its store openings in mainland China while also establishing GOLDWIN LONDON LIMITED on May 20, 2025 as a local corporation in the United Kingdom. By opening a second directly managed store in Europe, the company seeks to actively engage in communication and strengthen its brand messaging, thereby bolstering its presence within Europe while simultaneously achieving ripple effects across East Asia.
■Spatial concept | Goldwin London
London is vital cultural and artistic centers where encounters between residents and visitors from around the world spark countless new stories every day. Our stores in these cities are inspired by the idea of the “eye of the hurricane”—spaces where the weight of history and cutting-edge trends combine into new ideas streaming into the future.
Both stores are centered around a ring-shaped yashiro, literally “shrine,” in the middle of the main shop floor visible behind the glass façade. This yashiro is a stage for Goldwin to present its style and principles to the world, inviting visitors into the heart of the story. The items arranged around the yashiro are beloved Goldwin classics and standards, turning the entire space into a store window on a grand scale, capturing the eye of every passer-by.
The outer perimeter of the yashiro, visible from the street outside, bears twelve vertical LED screens on columns. These screens serve as digital canvases on which to project dizzying changing trends and images from nature. From organic images moving in sync with the city’s energy to cutting-edge video art, the screens are as ever-changing as a living thing.
Inside the yashiro, a colonnade of Akita Sugi timber stands like a silent forest, symbolizing traditional Japanese aesthetics and soothing the hearts of visitors. This haven of tranquility creates a vital contrast with the dynamic exterior.
The fitting rooms, the most private spaces in each store, have walls hung with fabric panels dyed using traditional Japanese technique. The gently glimmering pink of Kakishibu dyeing and the warmth of handcraft impart a special exaltation.
Goldwin store is a nexus where tradition meets innovation and art meets technology. Far more than simple apparel stores, they seek to inspire visitors and position Goldwin’s style as a guidepost showing the way to a new age.
New Material Research Laboratory
▼Official store photos will be available for download from the URL below after 10:00 AM on February 1.
https://goldwininc.box.com/s/kzqzbabgujqss66hw8efvsib1qv4i85q
■ Details on Goldwin London
Name: Goldwin London
Location: 35 Broadwick St, London W1F 0DH
Business hours: Monday to Saturday: 11:00 a.m. – 7:00 p.m./Sunday: 12:00 p.m. – 6:00 p.m.
Floor Space: Approximately 170 m2
Products available: All categories in the Goldwin brand, including skiing, outdoor activities, athletics, lifestyle clothing, accessories, and bags.
■ Goldwin’s Overseas Expansion to Date
November 2019: Opened Goldwin San Francisco (USA), our first directly managed store overseas
October 2020: Opened Goldwin Munich (Germany), our first directly managed store in Europe
December 2021: Opened Goldwin Beijing (China), our first directly managed store in mainland China
April 2024: Established Goldwin (Suzhou) Trading Co., Ltd., a joint venture (consolidated subsidiary), to expand business operations with the Goldwin brand in mainland China
August 2024: Opened Goldwin Chengdu (China), our second directly managed store in mainland China
September 2024: Opened Goldwin Shanghai (China), our largest directly managed store worldwide
October 2024: Established Goldwin Korea Corporation, a joint venture (consolidated subsidiary), to expand business operations with the Goldwin brand in South Korea
January 2025: Opened Goldwin Hangzhou (China), our fourth directly managed store in mainland China
April 2025: Opened Goldwin Nanjing (China), our fifth directly managed store in mainland China
May 2025: Established GOLDWIN LONDON LIMITED, a local subsidiary in the United Kingdom, to support the expansion of the Goldwin brand in Europe
June 2025: Opened Goldwin Shenyang, the sixth Goldwin store in mainland China
June 2025: Opened Goldwin Shenzhen, the seventh Goldwin store in mainland China August 2025: Opened Goldwin Xi’an (China), our eighth directly managed store in mainland China
Goldwin brand site: https://www.goldwin-global.com/jp/
List of Goldwin Stores: https://www.goldwin-global.com/jp/shoplist/
Instagram：@goldwin_london
■ Message from Shinji Kawada, Managing Director and Head of Goldwin Business Division, Goldwin Inc.; President of GOLDWIN LONDON LIMITED
Goldwin’s aim is to expand the potential of people and nature. We believe that true value can be found within things that cannot be seen. By carefully interpreting the subtle requirements of both people and nature, we create intricate concepts with a view toward restoration. We seek to bring these concepts to life in simple and straightforward designs, thereby building a universal brand that is loved across time and space.
Goldwin London is not simply a sales location. At this site, our aim is to actively communicate Goldwin’s outlook, technology, and aesthetics. This new opening is part of a global strategy that is not just focused on expanding awareness in Europe and the United Kingdom, but also anticipates ripple effects in the East Asian market. By establishing a local corporation, we will be able to act with greater speed and flexibility in consideration of the cultures and lifestyles of individual regions, which will allow us to create new value through deep discourse with local communities going forward. Goldwin will continue to evolve as a brand that reexamines the lives of human beings as they exist alongside nature and explores ways of “coexisting with circulation” that go beyond the boundaries of individual countries or cultures.
■ Reference: Press Release Goldwin Establishes Local Subsidiary in the UK: GOLDWIN LONDON LIMITED
■Store Design：New Material Research Laboratory
New Material Research Laboratory is an architectural firm co-founded by artist Hiroshi Sugimoto and architect Tomoyuki Sakakida in 2008. Notwithstanding its name, New Material Research Laboratory examines materials from ancient and medieval times and focuses its activities on reinterpreting and reimagining the use of these materials in the present. Taking a stand against today’s standardized and superficial construction materials, they daringly explore the architectural possibilities of traditional materials that are difficult to handle, as well as preserving and improving on the elaborate skills and knowledge of expert artisans.
Hiroshi Sugimoto and Tomoyuki Sakakida are well aware of the significance of their advanced challenge and they continue to conceive bold architectural design incorporating traditional materials while eschewing current architectural trends.