Covent Garden’s Seven Dials area, managed by Shaftesbury Capital, has recently welcomed a diverse range of new retail brands to its portfolio. This development reflects the area’s continued attraction for both innovative independent brands and established names seeking to establish flagship stores.
Among the new additions, Odd Muse and Missoma, both independent British brands, have launched their first permanent brick-and-mortar locations on Monmouth Street. Odd Muse, a womenswear retailer, has opened its doors at 44 Monmouth Street, showcasing its commitment to modern elegance. Adjacently, Missoma, a contemporary jewellery brand, has established its presence at 46 Monmouth Street. This store, which offers new collections, bespoke services, and designer collaborations, follows Missoma’s earlier successful pop-up in Covent Garden’s Market Building.
LAKRIDS BY BÜLOW, a gourmet liquorice brand, has also joined the Seven Dials community, enhancing the area’s confectionery and gifting selections. Located on Monmouth Street, the store presents a variety of handcrafted liquorice products.
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In the forthcoming weeks, Neal Street will see the UK debut of Horace, a French men’s skincare brand, and an expansion for British shoemaker Loake. Horace, marking its first UK presence, will open at 29 Neal Street, offering a range of natural skincare products in a contemporary setting. Loake, known for its heritage men’s footwear, will establish a new store at 62 Neal Street early next year. These brands will be in the company of established names like Space NK, Birkenstock, and Astrid & Miyu.
Marisa Hordern, CEO & Creative Director at Missoma, expressed enthusiasm about the brand’s new permanent store in Covent Garden. Hordern highlighted Missoma’s roots in London and its continued commitment to handcrafted design, anticipating that the new flagship will showcase the brand’s passion and creativity to its community.
Michelle McGrath, Executive Director at Shaftesbury Capital, highlighted the significance of the new arrivals. McGrath pointed out that Odd Muse, Missoma, Lakrids, Horace, and Loake choosing Seven Dials for their stores underscores the area’s reputation as a hub for innovative retail concepts and a blend of international and British brands.
These recent openings are part of a larger trend in Covent Garden, which has also seen the introduction of several high-profile brands. Luxury perfume house Creed, French footwear and activewear brand HOKA, and premium watch and fine jewellery brands like Hublot, Girard-Perregaux, Omega, Tissot, and Messika have all recently established their presence in the area.
This influx of diverse brands into Covent Garden’s Seven Dials area showcases its ongoing appeal as a destination for a broad spectrum of retail experiences, ranging from luxury to innovative independent ventures. The continual growth and evolution of this vibrant neighbourhood affirm its status as a dynamic and influential part of London’s retail landscape.
