Sealskinz had big news this week with the British outdoor and premium apparel specialist announcing the opening of its first-ever permanent store on 1 Hinde Street in Marylebone Village.

The property is part of the Howard de Walden Estate and was clearly much in demand with the landlord saying that “after a competitive selection process, Sealskinz was selected as the perfect occupant for the location, joining a number of premium brands”.

It’s not Sealskinz’s first foray into physical retail as last year it operated a successful Christmas pop-up.

The new permanent space covers two floors and 1,000 sq ft with the company saying the interior “captures the spirit of adventure that defines Sealskinz as a brand, blending quirky artwork with signature Sealskinz prints, creating something truly unique”.

Importantly, the space will showcase Vitae, the brand’s line of performance-driven everyday wear that “fuses style and practicality” and that launched only this summer.

The inaugural running collection released earlier this year, will also be there, alongside its full range of waterproof accessories, making a winter opening when the UK weather has turned distinctly chilly very good timing.

Sealskinz will host a range of events, such as run clubs and adventure workshops in the new store.

Ray Kelvin, the founder and CEO (during its glory days) of Ted Baker, is also creative director at Sealskinz and said of the opening: “After the success of the pop-up last year, it is great to have a permanent presence in the area. I don’t want this to be just another store but a hub for the entire Sealskinz community. I have lived and breathed retail my entire life and I intend to create something truly special. It’s good to be back.”