Eco-friendly global footwear brand, VIVAIA, has opened its first UK retail location at Westfield London.
The highly anticipated debut in London today (Friday 12 September) marks a milestone moment for the brand, bringing VIVAIA’s blend of comfort, style, and sustainable designs into a permanent space for its UK community.
The brand, which already has a well-known celebrity fan base, is known for redefining the everyday dress shoe for today’s consumer. With London surpassing New York City as VIVAIA’s top global market in 2024, the capital city was a natural choice for the brand’s first UK flagship store.
Since launching five years ago, VIVAIA has quickly risen to international prominence with its innovative approach to eco-friendly, fashion-forward footwear – from Mary Janes and slip-on sneakers to its signature “running” heels, designed for all-day comfort. The brand has attracted a devoted celebrity following, including Charli XCX, Julia Roberts, Selena Gomez, Bella Hadid, Alexa Chung and Katie Holmes.
After exceeding its 2024 targets with more than 100 per cent growth YoY globally, VIVAIA has accelerated its footprint across key markets in North America, Europe, and Asia, continuing to build on its disruptive momentum and growing market presence.
Beyond a traditional storefront, VIVAIA’s London destination will serve as a connection hub and immersive touchpoint to deepen community and engage and attract new customers. The flagship marks the next step in the brand’s journey to pioneer footwear innovation within the UK market and globally.
VIVAIA’s London store spotlights its latest ‘It shoe’, the ‘Sneakerina’ – a refined and functional Lace-Up Derby Flat with a triple-layer sole, foldable design, and interchangeable laces. Since its launch, the VIVAIA Sneakerina has become something of a global fashion phenomenon – with more than 15,000 pairs in just two months and embraced by celebrity stars on both sides of the Atlantic.
The new London store will also showcase a special embroidered Cavalier King Charles Loafer, inspired by the beloved British spaniel and exclusive to the UK market.
