The Rolling Stones will open their first “flagship” store, “RS No. 9 Carnaby,” on Wednesday at 9 Carnaby Street in London’s Soho district.

The new store, created in partnership with Bravado, Universal Music Group’s merchandise and brand management company, features all of the hallmarks of the iconic band and includes exclusive new fashion label “RS No. 9 Carnaby.” The store is a product of the group’s long-term deal with UMG inked in 2018, which encompasses the band’s recorded-music and audio-visual catalogs, archival support, global merchandising and brand management.