When we're starting to stock a new product but haven't received it in our warehouse yet, this will be indicated with the "coming soon" label on the product picture. It simply means that the items is available for pre-order. As soon as the product is in our warehouse, we will send it out to you and the status on the product is adjusted to "new" instead.
Pre-order items with the "coming soon" label are very common in autumn and spring, when the new collections are coming in.