Covent Garden welcomes 16 new retail brands in six months

The House of Creed is set to open a COvent Garden store in November, joining the likes of Hoka, Balibaris and Arc’teryx

Shaftesbury Capital has signed 16 new retail brands across its Covent Garden estate in the last six months, cementing the area as one of central London’s leading retail destinations. 

Recently HOKA, the running shoes and apparel brand, and Balibaris, the international menswear label, opened their first ever retail location in Europe and debuted a West End store respectively in Covent Garden. 

In addition, specialist outdoor brand Arc’teryx is upsizing significantly to a new flagship on King Street following the success of its Long Acre store.

Neighbouring Arc’teryx on King Street, The House of Creed, an authentic, luxury perfume house, is to make its Covent Garden debut in November. 


Creed Covent Garden will enhance and complement the destination’s strong existing fragrance line-up, which in recent years has welcomed Guerlain’s UK debut store and French Haute Perfumery, Parfums de Marly. Creed will also join other renowned beauty and fragrance boutiques in Covent Garden, including Aesop, Chanel, Diptyque, Glossier, Guerlain, Le Labo, Miller Harris, Penhaligon’s, Tom Ford, and more.  

Joining the roster of premium watch and jewellery boutiques across the Covent Garden estate are five new brands, with OMEGA, Messika, Hublot and Girard-Perregaux opening in the Royal Opera House Arcade and Tissot opening on James Street. 

Due to open in time for Christmas, the cluster of watch and jewellery signings follow the recent 50% upsize of leading luxury watch and jewellery retailer, Bucherer 1888, in its flagship Covent Garden store.

Completing the new retail additions are Sessùn, the French womenswear brand; lifestyle clothing brand, Gramicci; cult ‘everyday’ fine jewellery brand Mejuri, and British leather goods retailer Cambridge Satchel Co. 

In addition, straddling both the retail and F&B offering, Covent Garden is set to welcome Läderach, the Swiss chocolatier, independent confectionary brand Lakrids by Bülow, and a brand-new concept called Barnaby’s, co-created by the founders of popular bakery Buns From Home and the team behind Crème the cookie shop.

Michelle McGrath, executive director, Shaftesbury Capital, said: “During our ownership, we have introduced over 250 new shopping and dining concepts to Covent Garden and continue to see excellent demand for our unique spaces, from brands aligned with our strategy to attract world-class global, British and independent brands.  

Attracted by the quality and breadth of the shopping and hospitality offer, as well as the strong local, domestic and international footfall, they are also drawn to Covent Garden’s unique location in the heart of the West End, steeped in heritage and rich with arts, culture and experience. As part of our commitment to a healthier and more sustainable environment, we continue to invest in our public realm, and our local communities.”

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