What says Christmas Eve better than a new set of pyjamas? Or better yet, is there a greater way to spend Boxing Day than nestled under your duvet, watching all your favourite films? Just in time for the festive period, home and lifestyle brand Tekla has opened its first London store. The new Marylebone flagship marks the brand’s first brick-and-mortar outside its native Copenhagen. “London has long been a city of cultural importance for us, with a strong and engaged community,” says Kristoffer Juhl, the brand’s managing director who founded Tekla alongside creative director Charlie Hedin in 2017. “Our Marylebone opening marks the beginning of a new chapter for Tekla – the first step in a three-year strategy to grow our physical presence.”
The pair chose the area, they say, for its village feel. “The neighbourhood brings together design and lifestyle brands that share our appreciation for quality, craftsmanship and considered living, making it a setting that aligns naturally with Tekla’s sensibilities,” says Juhl. “Marylebone has a strong sense of community, and we plan to contribute to that through ongoing programming, intimate gatherings and collaborations that connect with the neighbourhood’s creative and cultural landscape. Our aim is for the store to become a familiar, open space – one that invites conversation, discovery and long-term connection.”
Working with Danish architects Mathias Mentze and Alexander Ottenstein, who also helped create Tekla’s Copenhagen flagship, the team wanted to find “unexpected ways to let British wit meet Scandinavian clarity,” says Hedin. “British and Scandinavian design share an appreciation for natural materials and craftsmanship, but it was the playful exchange between these two sensibilities that was most inspiring.”
The store meets clean lines and functionality of Scandinavian design with some unexpected flourishes like glass front cabinets inspired by Victorian cabinets of curiosity. There’s a warm, homely feel to the store which was designed to guide customers through Tekla’s core categories including pillowy bed sets, terry towelling dressing gowns and striped pyjamas in gentle hues. There is a dedicated space for gifting if you’re looking for something a loved one will cherish this Christmas, and with Sara Flynn ceramics and furniture by Artek appearing throughout the store, we wouldn’t blame you if you wanted to spend a whole afternoon exploring the space.
“The store is conceived as an evolving space that invites visitors to explore, linger and connect with Tekla’s universe,” says Hedin. The London store is part of a global retail expansion which will soon include physical spaces in New York, Tokyo, Paris and Seoul. “Our Retail rollout, as it is the strongest platform to engage with our community and audience and present them the full Tekla experience,” adds Juhl. A city near you is about to get a whole lot cosier.
Photography by Ludovic Balay. Visit Tekla’s London store at 10 Marylebone High Street, W1U 4B.
