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Interview with Matt Bullock, Chief Commercial Officer, NICCE

Matt Bullock, Chief Commercial Officer of NICCE, describes Carnaby’s ability to provide a unique mixture of international and domestic customers; the perfect clientele for the NICCE brand.



1. Can you tell us about NICCE? What led to you opening in Carnaby and why you chose the location?

Nicce has continually strived for timeless, high quality and multi-functional casualwear. With the introduction of Nicce AnyWear in Spring 2022, we have listened to the customer and created a collection that can be worn by all. This also allowed us to expand on our brand direction; placing greater focus on movement, wellness and responsibility as we evolve to reflect our audiences needs and behaviours. Our Nicce Carnaby flagship store allows customers to shop the entire range of responsibly-made multi-functional apparel.


2. What are the main benefits of being in Carnaby?

It was important for Nicce to get closer to our customer and create more opportunities to engage with the brand. Carnaby is a vibrant neighbourhood for the younger, lifestyle shopper and the established creative communities alike. As Nicce builds it’s AnyWear Studio program, we will partner with talent and offer our functional space the local communities to utilise, creating a platform for outreach and activation with their audiences too.


3. How do you think Carnaby has evolved to remain a globally renowned destination over the years?

Carnaby continues to draw on its rich heritage, whilst looking forward and progressing itself and the wider community – it really does offer something for everyone and attracts a diverse audience. Nicce is excited by the opportunity to form part of this neighbourhood that attracts domestic and international customers, whilst confidently creating a platform and communicating on important societal and world topics and issues.


4. How would you describe the Carnaby community in three words?

Welcoming, eclectic, and energetic.


5. Have you had any favourite highlights throughout the process of getting the store ready to open and now that you’ve been open?

Nicce Carnaby opened early March and from day one, the opportunity to engage with and hear from customers first hand continues to drive the team to learn and evolve the business and our product offering. We have also welcomed and met other neighbourhood residents and businesses, and had the opportunity to spend time with the Carnaby team, all of whom are incredibly welcoming, full of ideas and willing to help out.

We are especially proud of our digital capabilities in store, and it was a momentous occasion when our giant window screen (which can be found on the Beak Street side of the store) was installed. It’s the biggest window digital screen in the neighbourhood and constructed using 60 smaller screens. A real show stopper and we’re looking forward to attracting more customers in store via our digital content.