British menswear brand Wax London has expanded its retail partnership with Fenwick with the opening of a new 500 sq ft concession at the department store's Kingston location. The launch follows the success of the brand's existing concession in Newcastle and marks another milestone as Wax London continues to grow its presence within premium retail environments.
The Kingston concession has been designed to reflect the brand's distinctive retail identity, combining considered craftsmanship with contemporary design. Custom rails, dark-tinted acrylic tops and a vintage 16-drawer oak glazed haberdashery counter create a warm and characterful shopping environment, while a wall-mounted lightbox introduces a clean, modern contrast.
At the centre of the space is a dedicated styling area, framed by side-hang wall rails and freestanding floor units to encourage customers to explore the collection. Existing balustrade glass panels have also been finished with an orange-tint film, referencing the earthy, sun-warmed palette that has become synonymous with the Wax London brand.
The opening represents the latest step in the company's retail expansion strategy, with Fenwick providing access to a loyal customer base that aligns with Wax London's contemporary menswear offering.
Roger Wightman, Managing Director at Wax London, said: "After our success in Newcastle, opening in Kingston was a simple decision. We've found a new customer at Fenwick with a real appetite for what Wax London stands for, and that connection to the brand feels genuinely exciting. To see the concession model growing with such strong presence across the country is something we're incredibly proud of – and a big thank you to everyone who has made it possible."
Stephen Ayres, Concessions Director at Fenwick, added: "At Fenwick, we are focused on curating a compelling and differentiated brand mix for our customers, and Wax London is a fantastic example of this. Since launching in Newcastle, the brand has demonstrated a strong affinity with our customer base, making Kingston a natural next step in the partnership. Wax London's commitment to quality, craftsmanship and contemporary British design aligns perfectly with the modern menswear offer we continue to build across our stores. We are delighted to welcome the brand to Kingston and look forward to seeing it become part of the store's fashion destination."
Founded in 2015, Wax London was established with the aim of creating clothing with character, placing a strong emphasis on sourcing distinctive fabrics, weaves, textures, patterns and prints from sustainable mills and partners. Inspired by British heritage and the people encountered through travel, the brand creates timeless menswear designed to be worn for years to come.
Established in 1882, Fenwick is the UK's largest family-owned group of department stores, offering a curated selection of fashion, beauty and lifestyle brands across eight stores and its digital platform. The retailer continues to invest in premium shopping experiences through in-store events, bespoke services, treatment rooms and destination restaurants.
