Apr 27, 2023
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Fast Retailing opens Uniqlo-Theory Covent Garden flagship

Apr 27, 2023

Fast Retailing’s latest joint Uniqlo and Theory store opened Thursday in a historic London building in Covent Garden that previously housed Jigsaw and the defunct The Shop at Bluebird.


The 1,450 sq m joint store is located in the heart of Covent Garden with entrances on both Long Acre and Floral Street. 

The building is a Grade II-listed former Victorian carriage hall with open courtyard and vaulted glass atrium.

The store itself covers three large floors carrying Uniqlo LifeWear and Theory and follows on from the joint flagship the company opened on London’s Regent Street last year in the former Superdry space.

Fast Retailing said that new location will “focus on experience-led features for customers including Re.Uniqlo Studio, UTme! and the brand’s UK first cafe in-store. 

Uniqlo’s UK COO Alessandro Dudech called it “an honour” to open in an area of London “with such cultural and retail heritage and continuing to expand our U.K. presence in important retail locations” and also referenced the very strong footfall seen in the area from both Londoners and tourists.


As mentioned, the company has been investing in major flagships that carry both its star Uniqlo brand and the Theory label and the Regent Street location that opened in spring 2022 was its first-ever combo store in Europe. 

Such locations are all about convincing shoppers that they’re not just going into yet another regular store and the addition of features such as that cafe and the Re.Uniqlo Studio are a big part of this. That’s very appropriate for Covent Garden, which on a wider level is a shopping destination that’s big on atmosphere, the sense of discovery and quirky, historic buildings.

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