British menswear brand Wax London is charting an ambitious international growth trajectory in 2025, marking its tenth anniversary with significant retail expansion across multiple continents. The brand has established a strong UK presence with four standalone London stores in Soho, Spitalfields, Covent Garden, and a fourth unnamed location.
December 2024 saw the opening of their first concession at Fenwick, while their first regional store recently launched in Leeds Victoria Quarter, occupying 2,392 square feet of retail space.
Wax London expands retail footprint with Fenwick concession and spacious Leeds Victoria Quarter location.
The Leeds store showcases Wax London’s commitment to sustainability and craftsmanship, featuring vintage oak tables, aged brass shelving, marble plinths, and custom fabric curtains. This design approach, emphasizing reclaimed materials, reflects the brand’s dedication to detail and character throughout their physical spaces. The store stands alongside established heritage brands like Barbour and Mulberry, further cementing its premium positioning in the market.
Internationally, Wax London has orchestrated strategic activations including a month-long residency at The Optimist in Los Angeles, a seasonal event at Kapok in Hong Kong, and a pop-up in Shibuya, Japan. These initiatives serve as stepping stones in their global expansion while supporting brand elevation alongside wholesale growth.
The wholesale channel has experienced remarkable 40% growth during 2025, with the brand now present in 24 countries through 192 accounts and over 500 stores worldwide. The company’s achievements are largely attributed to the team dedication and hard work throughout the organization. Key partnerships include prestigious retailers like Harrods, Nordstrom (across 50 doors), Harvey Nichols, Liberty London, and Bloomingdale’s.
In the US market, Wax London has implemented a revised supply chain with a dedicated third-party logistics provider for both B2B and direct-to-consumer operations. This enhancement enables direct domestic shipping and faster fulfillment, with customer benefits including free returns and free shipping on orders over $200.
Managing Director Roger Wightman describes 2025 as a milestone year of growth for the ten-year-old brand. The AW25 collection, titled “Rewind & Reclaim,” pays homage to Wax London’s decade of craft, with the company’s recent achievements reflecting past success while establishing a foundation for the next phase of international expansion. The brand has also strengthened its leadership team with the appointment of Patrick Duggan as Brand Director to guide their creative direction during this expansion phase.
