Seven Dials enhances retail offer

Shaftesbury Capital has announced that five new brands have joined the Seven Dials neighbourhood located within its Covent Garden portfolio. 

Incorporating a mixture of UK debuts and permanent brick-and-mortar locations, these new additions continue to demonstrate the destination’s ongoing appeal in attracting independent and innovative brand debuts, as well as flagship store openings.

Marking their first permanent brick-and-mortar stores, independent British womenswear retailer Odd Muse and contemporary demi-fine jewellery brand Missoma have opened their debut flagship locations on Monmouth Street. 

Missoma’s permanent Seven Dials flagship follows its pop-up in Covent Garden’s Market Building earlier this year. LAKRIDS BY BÜLOW, the gourmet liquorice brand, has also joined the new retail line-up on Monmouth Street.  

Joining Neal Street in the coming weeks is a UK debut for French men’s skincare brand Horace, and further brand expansion for leading British shoemaker, Loake. 

Opening at 29 Neal Street, Horace will deliver its range of natural skincare in a modern and contemporary environment for the first time in the UK. Horace and Loake will join several established brands on Neal Street, including internationally renowned names, Space NK and Birkenstock, as well as British jewellery brand, Astrid and Miyu.

Marisa Hordern, CEO and creative director at Missoma, said: “As a London brand through-and-through, we are so excited to have our first-ever permanent store here in Covent Garden. Missoma began over 15 years ago at my kitchen table in London, yet, despite its success and growth, I’m proud to say we still design every single one of our handcrafted pieces. 

“Following our successful pop-up in Covent Garden and the great reaction and turnout we received, we knew that this was the perfect place to stay. It’s been a work of love designing the Covent Garden flagship store and this is just the start of what’s to come.”

Michelle McGrath, executive director, Shaftesbury Capital, added: “Our Seven Dials neighbourhood continues to evolve into a hotspot for innovative concepts, independent stores, international flagships and the best of British, with the latest arrivals of Odd Muse, Missoma, Lakrids, Horace and Loake being testament to this. It is a huge vote of confidence that these five leading brands have all selected Seven Dials, Covent Garden to be their location of choice and we are proud to play a role in their ongoing success. 

“From Odd Muse’s debut bricks and mortar store and Horace’s UK entry to Missoma’s continued recommitment to the neighbourhood, these latest announcements bolster the destination’s reputation as a hub for pioneering, high quality retail concepts.”