Spanish Fashion Brand Paloma Wool Solidifies London Presence with New Location

Paloma Wool’s world tour of pop ups puts the icing on its cake in London. The Barcelona-based firm promoted by Paloma Lanna has opened the doors, for the third time in its history, of a new store in London. After the landing of its first permanent point of sale in New York, and a second in Barcelona, her hometown, Paloma Wool makes a niche in the London neighborhood of Mayfair.

Located at 7-8 Conduit Street, it has neighboring brands such as Cos, Tag Heuer, Sandro and Vivienne Westwood. The area, one of the most commercial in the city, connects Regent Street with Savile Row.

The new Paloma Wool outlet will be the company’s third to open this year. Its first permanent store, located at 425 Broome Street in New York’s Soho neighborhood, opened last April. Six months later, after filling the city of Barcelona with the announcement of its first opening in the Catalan capital (installing advertising on streets such as Paseo de Gracia), Paloma Wool moved to 360 Avenida Diagonal.

Paloma Wool has three permanent locations in New York, Barcelona and London

Currently, Paloma Wool’s pop-up tour continues. The brand has set up shop at 84 rue de Turenne, in the Parisian district of Le Marais. The space will remain open until December 24th, presenting the company’s fall-winter 2026 collection.

Paloma Wool’s retail expansion plan comes after a decade of operating as a digitally native brand, combining flagship stores, pop ups and a strong international community. The Paris ephemeral store extends the dynamics of the World Tour, the international tour that the company has been developing since 2019 with ephemeral concepts in cities such as Madrid, London, Los Angeles, Copenhagen, Berlin and Seoul.

Founded in 2014 as a digital project within the Intermalla family group, owner of Nice Things, Paloma Wool decided to step aside in 2020 to operate independently through the company Puro Paseo. Since then, the company has managed to multiply its size and international notoriety, with an audience that transcends Spanish borders and an aesthetic discourse that blends art, sustainability and community.

Paloma Wool closed 2023 with a turnover of 12.82 million euros, 30.9% more than in 2022, and with a net profit of €2.7 million. The results reflect the strength of its direct-to-consumer model and the brand’s internationalization potential, especially in markets such as the United States, France and South Korea.