London-based fashion brand Koibird is transitioning from pure digital to pure physical retail, “embarking on a bold new chapter by shifting its primary focus to in-person retail experiences”.
Marking a “significant evolution for the brand”, Koibird’s website will no longer function as an online store but continue to serve as a platform “reflecting the brand’s vision, inspirations, and, on occasion, the opportunity to purchase carefully curated exclusive pieces online”.
Central to the shift is its bricks-and-mortar store on London’s Marylebone Lane, now becoming “the heart of its brand… bringing its vision to life in the real world” – through its store, KOI 11 café, events, and creative spaces.
And the reason for the shift? “At Koibird, we believe retail is about more than just selling products – it’s about storytelling, curation, and the art of discovery,” says founder Belma Gaudio. “This isn’t about stepping back; it’s about moving forward with intention.”
She added: “Shopping online is convenient, but it doesn’t capture the magic of stepping into a beautifully curated space, experiencing brands in a way that no digital platform can replicate. This shift is about embracing the future of retail in a way that feels right for us and our community.”
