Swiss premium eyewear label, VIU, has leased a unit in London’s Soho for its flagship UK store.

The shop at 5-6 Upper James Street on the northside of Golden Square will be the brand’s first outlet in the UK. It already has a 30-store network across Switzerland, Germany, Scandinavia and Austria.

Matt Paulson-Ellis of Levy Real Estate – who advised Titan Investments on the letting – comments: “VIU has had a major impact on the eyewear industry, and they are yet another international brand who has established a presence in London during the past few months”.

Originally established as an e-commerce start-up in 2013, VIU offers high quality and cost-effective eyewear at around a third of the pricing of the High Street. It encourages consumers to order up to four frames to take home and try out free of charge before making a purchasing decision.

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