The brand, part of the Italian BasicNet Group, which also owns Superga, Kappa and Sebago among others, previously had a store in London's Covent Garden but closed it in the wake of the pandemic and Brexit.

Vice President of BasicNet Lorenzo Boglione described the opening as a "pivotal milestone" in K-Way's planned European expansion. Speaking to TheIndustry.fashion at the new store, he said: "I think [King's Road] is the right place for us. We had a store in Covent Garden but [the area] was very touristic and then Covid and Brexit hit and we said 'you know what? Let's start again from scratch when we are ready'."

The group has also opened a brand new Superga store, next to the K-Way store, and the two are inter-connected. "We walked the whole city [looking for a new location]. We looked at Soho, we looked at Carnaby Street and many, many areas. Then we found this location, which on King's Road is not very common as it has big windows and high ceilings. It's a big place and we said 'you know what we're going to take it all' for both Superga and K-Way and see how it goes'. But we are very, very positive," he said.

"For me this area was a no-brainer. From here we will build the brand for the market. The people that come here, live here. Then there is also tourist traffic, but less than other areas. Here even if it is slower probably to get to the numbers [of sales], you invest in the people who live here and who will wear the brand and show it to others. A lot of Italian and French people live around here," he explained.

Boglioni said the brand is also looking at other affluent neighbourhoods, such as Marylebone, and is also considering Carnaby. "If things go decently here, in a year we would like to have a store in both of those locations, and then eventually move outside of London."

A new e-commerce website is also coming for the UK next month with wholesale expansion possible after this, but Boglioni said direct retail and e-commerce was the priority for now.

The new 120sqm London store follows on from the opening of a new flagship in Milan and follows the same design concept, created by Milanese architecture studio Andrea Caputo. The minimalist design presents the product with "elegance and discretion" including its signature rain jackets in a wide array of colours for men and women, as well as ready to wear and an extensive range of luggage and accessories. A dedicated section for childrenswear and accessories has also been created.

Best-known for its packable rain-jackets with signature striped zipper tape, the French-founded brand is currently celebrating its 60th anniversary. To date has some 118 monobrand stores across the world, with the vast majority being based in France and Italy. It became part of the BasicNet group in 2004.

K-Way is the latest of a line of international brands to select the resurgent Chelsea location of King's Road for their retail stores. Near neighbours of K-Way include French contemporary brand Soeur, with whom K-Way has collaborated, American Vintage, Reformation, Alo, Massimo Dutti and many more. US activewear brand Vuori is also due to open on the road soon.