The ‘comfort-empowered’ womenswear brand, Dai, has opened a pop-up store in St Christopher’s Place – the unique shopping enclave off London’s Oxford Street
Founded by Joanna Dai in 2017, the brand specialises in tailored clothing made from eco-friendly, innovative fabrics which combines workwear styling with the flexibility of activewear. The St Christopher’s Place opening follows successful pop-ups on Marylebone High Street and King’s Road and will be open through to December.
Founder Joanna Dai comments: “We’re thrilled to welcome our customers and community to the latest Dai experience space in the heart of London’s shopping district at St Christopher’s Place.
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“This store reflects everything we’ve envisioned with Dai – empowering women to perform their best, in the boardroom, on the move, every day and everywhere. We can’t wait to connect with our customers in person once again.”
A B-Corp certified company, the business’s Dai’Cycle programme also encourages customers to recycle their preloved Dai clothing in exchange for a gift card.
Lizzie Knights of Bruce Gillingham Pollard – who advised Dai on taking the St Christopher’s Place space – comments: “We’re very excited to see Dai open another pop-up store, building on previous success in the capital.
“The company’s focus on the creation of sustainable comfortable workwear for women is admirable and taps into an exciting area of the retail marketplace.”
