Footwear brand Shoon, part of the Moda in Pelle group, has opened a new flagship store in Roundhay, Leeds despite a van crashing into the storefront the day before launch.The crash caused extensive damage to the window and shopfront. No one was injured and nothing was taken, but the incident delayed the opening slightly while the team quickly boarded up the damage. Rather than wait months for permanent repairs, the store launched with a tongue-in-cheek temporary sign that reads:
“We’re now open! (Please excuse our appearance.)
Someone crashed the party early…
Can’t blame them, have you seen our shoes?”
The opening marks a key moment in the brand’s strategy to cement Shoon as a distinct presence on the high street, complementing its online growth. Previously a heritage name in comfort-led footwear, Shoon is being repositioned under Moda in Pelle to appeal to modern, style-conscious shoppers looking for versatile everyday shoes.
Jacob Snell, head of retail at Shoon/Moda in Pelle, said: “We weren’t quite expecting this kind of launch but if that doesn’t make an entrance, what does?
“The team has taken it all in their stride and we can’t wait to welcome people in, through the actual door, ideally! We took a knock, but you can’t knock the Yorkshire spirit.”
This launch marks a pivotal moment as Shoon carves out its identity under the Moda in Pelle umbrella, who are celebrating a 50-years this year, shifting from digital and concession sales into standalone retail.
The new store debuts the SS25 ‘Wanderlust’ collection, designed for movement, minimalism, and everyday exploration.
