Ted Baker founder Ray Kelvin’s Sealskinz brand opens permanent store in London

British outdoor apparel brand Sealskinz, which was acquired by Ted Baker founder Ray Kelvin in 2022, has opened a permanent store at 1 Hinde Street on the corner of Marylebone Lane – close to where it had a successful pop-up in November 2023.

Set in the heart of London’s Marylebone Village, much of which is owned by The Howard de Walden Estate, the new 1,000 sq ft store is set over two floors.

The interior “captures the spirit of adventure that defines the Sealskinz brand”, blending quirky artwork with signature prints, while showcasing Vitae, the brand’s line of performance driven everyday wear that fuses style with practicality – designed and developed by Ray Kelvin.

Sealskinz’s inaugural running collection, which was released earlier this year, is also taking pride of place in the new store, alongside the brand’s full range of waterproof accessories.

Ray Kelvin, Owner and Creative Director of Sealskinz, said: “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.”

Last year’s Christmas pop-up was seen as a huge success and Sealskinz hopes to see many returning customers this year.

The brand will be hosting a range of events, such as run clubs and adventure workshops, as it looks to expand its growing community.

For over 20 years, Sealskinz has developed and manufactured waterproof accessories for all outdoor activity. It utilises expertise, innovative technology and premium materials to craft products that “enable greater comfort and protection, whatever the weather”.