Varley, the lifestyle and clothing brand, is embarking on a major expansion. According to a recently filed Texas Department of Licensing and Regulation permit, Varley is set to debut in Houston in the Town Center neighborhood of The Woodlands, within the premier open-air lifestyle and shopping center known as Market Street at 9595 Six Pines Dr Unit 830.
The permit further details that construction on the new Houston Varley is expected to start toward the end of November this year and is slated to wrap up by the end of May next year. If all goes well with permitting and the estimated $540,000 construction project, the new Varley should open by Spring 2027.
At the helm of the new 2,300-square-foot Varley to come to Market Street is the brand’s Head of Operations, Garielle Olson. What Now Houston reached out to Olson to find out more about the upcoming exciting debut. Unfortunately, we did not hear back by the time of this publication.
“A wardrobe for how you live & move. Varley is a contemporary lifestyle brand for the modern woman. Founded by Lara and Ben Mead in 2014, we create timeless collections designed for the way women live and move today,” the Varley website reads.
“Rooted in quiet confidence, our approach is defined by versatility, elegance, and ease. From knitwear, outerwear, and everyday staples to Club and active collections, each piece is designed to move seamlessly through every part of your day.”
The Meads met in 2010 while training for the London Marathon. During a trip to Santa Monica, California, Lara noticed women seamlessly wearing workout clothes for everyday activities like shopping, lunch, and work. The couple launched Varley in 2014 via Instagram as a self-funded activewear project blending London style with Californian ease. In 2015, they released a hand-modeled lookbook that secured early wholesale partnerships.
“What started as a shared vision and merging of passions has grown into an international, family-run business with over 1,000 points of sale worldwide, and offices in London, Los Angeles, and New York,” the Varley website reads.
“Today, Varley is a close-knit team of thinkers, creators, and innovators, taking care of our clothes, each other, and our community.”
In 2016, the founders self-funded a relocation of operations to Los Angeles. In 2018, the brand expanded past traditional activewear, introducing signature knitwear, outerwear, and their popular DoubleSoft fabric alongside external investment. The Meads opened their first brick-and-mortar flagship store on King’s Road in London in 2023, celebrating their 10-year anniversary by opening their first U.S. flagship store in SoHo, New York, in October 2024.
Today, Varley operates as an international family-run business with offices across London, Los Angeles, and New York, boasting over 1,000 points of sale worldwide. There are now 12 dedicated Varley retail store locations worldwide, with one in Texas serving the Dallas community and its visitors.
What Now also reached out to the brand’s VP of Sales, Nicole Odenwald, to find out more about further expansion plans in the region. But we did not hear back by the time of this publication.
