Fred Perry Soho
Flagship

Bringing the Fred Perry Vision to Life

When long-standing partner Fred Perry entrusted Rizlly with delivering its Soho store on Lexington Street, the brief was clear: execute to the brand’s exacting standards, within a demanding timeframe, and create a space that felt unmistakably Fred Perry from the moment customers stepped inside.

As with any important London location, the project needed to do more than simply function as a retail environment. It had to reflect the character of the brand and the energy of Soho, while balancing heritage references with a contemporary in-store experience. The concept called for carefully considered fixtures, a strong material presence and a level of finish that could stand up to one of the city’s most recognisable retail neighbourhoods.

The challenge for Rizlly was to translate that vision into a buildable, deliverable and installable environment without losing the character in the details, all while working to a tight programme and the level of execution Fred Perry expects.

Engineered for Retail Excellence

Rizlly was responsible for engineering, producing and installing the concept elements for the new Fred Perry Soho store, helping translate the design intent into a robust and buildable retail environment. Working closely with the brand, our team delivered the key fixture and display elements across the space, ensuring every component met both the visual ambition of the concept and the practical demands of a busy store environment.

From bespoke feature pieces to mid-floor retail fixtures, our role was to bring consistency, quality and technical precision to every touchpoint of the fit-out.

Where Heritage Shapes Every Detail

Behind the scenes at Lexington Street, Rizlly crafted the physical details that give the store its identity. At the centre of the space sits a striking red cash desk, acting as a bold focal point within the overall scheme, while a series of mid-floor fixtures draw on the character of vintage wooden speaker cabinets. Those heritage influences bring warmth and familiarity to the space, but are balanced with a cleaner contemporary retail language that keeps the store feeling sharp, relevant and distinctly Fred Perry.

Throughout the project, the focus was on turning design intent into durable, high-quality retail elements that would perform just as well operationally as they do visually. Every fixture was considered not only for its appearance, but for how it would sit within the wider store environment, support product display and contribute to a cohesive customer journey across the space.

The result is a store that feels rooted in the brand’s cultural heritage while still delivering the clarity, confidence and finish expected from a modern flagship retail environment.

A Landmark Retail Destination.

Fred Perry Soho is another example of a long-standing partnership delivered with care, precision and consistency. The finished store brings together heritage references, contemporary retail detailing and a considered fixture palette to create a space that feels authentic to the brand and appropriate to its Lexington Street setting.

With the first floor currently hosting a new campaign launch and the ground floor anchoring the everyday retail experience, the store has been built to support both brand storytelling and daily trade. A pleasure to help bring another iconic London location to life.

Now open — 20 March 2026.