Saint + Sofia, a contemporary womenswear brand renowned for its online presence, has opened its first physical store in the heart of Covent Garden’s Seven Dials. The 1,600 sq ft flagship boutique, located at 35 Monmouth Street, marks the brand’s foray into bricks-and-mortar retail and reflects the area’s growing appeal as a launchpad for innovative brands.
This new addition to Seven Dials is designed to offer a personalised and exclusive shopping experience. The store features a curated selection of womenswear, footwear, and accessories, with items refreshed on a weekly basis. Customers can explore exclusive previews of new collections and products only available in-store. Furthermore, personalised styling sessions are on offer, complete with complimentary champagne, enhancing the tailored service.
The boutique’s interior, crafted by Saint + Sofia’s in-house creative team, takes inspiration from neo-classical décor. The store aims to create a welcoming, luxurious space described as a “home away from home.” Art pieces from Clarendon Fine Art and furniture by Soho Home contribute to its distinctive atmosphere. Alongside retail offerings, the store will host events and talks celebrating design, music, and creativity, ensuring its role as more than just a shopping destination.
The store launch aligns with the trend of digital-first brands transitioning to physical retail within Covent Garden’s Seven Dials. Other recent entrants include Axel Arigato’s UK flagship, Barbour’s heritage concept store, and NN.07’s sustainable menswear outlet.
William Oliver, Retail Leasing Director at Shaftesbury Capital, commented:
“Covent Garden’s Seven Dials neighbourhood has seen incredible momentum. Saint + Sofia is the latest example of an innovative digitally native brand choosing this neighbourhood for their debut UK physical store. We are committed to evolving the neighbourhood’s offer, partnering with independent and global brands that are making their bricks-and-mortar debuts. Each is unique in offer but come together as a collective to represent the innovative vision we have for the destination.”
Dessislava Bell, CEO and Founder of Saint + Sofia, added:
“Covent Garden is the ideal location for our first store, particularly as this is our home city. We’re so excited to offer our customers, both new and existing, a memorable experience in-store delivered by our team of expert stylists. After four years of offering this experience online, we’re so thrilled to be able to open a physical space in Covent Garden’s Seven Dials, which is one of the most exciting retail locations in Europe.”
Saint + Sofia’s launch comes as Swiss watchmaker Longines also prepares to expand its presence in Covent Garden. The brand is set to open a boutique at 6 James Street later this year, occupying 1,000 sq ft of space to showcase its premium timepiece collections.
