Farm Rio is accelerating its UK expansion with the launch of a new store on King’s Road in Chelsea, marking its fourth location in London.

The new London flagship store brings Farm Rio’s entire collection and vibrant aesthetic to Chelsea, offering a bold splash of colour rarely seen in British retail. An authentic slice of Brazil, the boutique captures the brand’s signature spirit and joy in one of the capital’s most prestigious shopping districts.

“Since the very beginning of Farm Rio, we have built a deep connection with the many diverse expressions of Brazilian culture. The atmosphere and design of our stores are carefully crafted to create an immersive and welcoming space, playing a key role in the customer experience. We want to invite our customers to embark on a journey inspired by Brazil,” said Katia Barros, founder of the brand.

Farm Rio already has a presence in London with locations inside Liberty and Harvey Nichols, as well as a standalone store in Marylebone, one of the city’s most historic and affluent neighborhoods.