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Seven niche fashion and beauty labels sign up for Seven Dials

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today Oct 17, 2019
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London landlord Shaftesbury is continuing to sign up strong names to the Seven Dials area adjacent to Covent Garden. It has just announced seven retail signings totalling 6,000 sq ft, “further elevating the distinctive fashion and beauty offering” there with a focus on the popular Monmouth Street.


Emin & Paul



Swedish brand Nudie Jeans is opening at 57-59 Monmouth Street with the new store set to reflect its sustainable positioning with its upcycling re-use program and a free repair service to feature there.

Palle Stenberg, Senior Advisor at Nudie Jeans said: “As our brand continues its strategic global growth, we were looking for a new UK location which would really spur this momentum, leading us directly to Seven Dials in the epicentre of London’s West End. Seeing the calibre of the community of brands currently situated in the village, and those joining alongside us, feels like an achievement for our store portfolio. We are dedicated to ensuring Nudie Jeans is a force for good in the retail landscape, so it’s a pleasure to join Seven Dials which is aligned in its values.”

Also joining the cobble-stoned Monmouth Street are London-based contemporary womenswear labels L.F. Markey and Emin & Paul at numbers 31 and 33 respectively. The stores will be close to Fashercise’s first bricks-and-mortar site, which recently opened its doors at 46 Monmouth Street.

On the beauty front, Australian upscale beauty-with-a-wellness-slant label Aesop will open at 16 Monmouth street as it expands its brand presence in the key London market. Alongside its unisex plant-based and laboratory-made cosmetics, the store will house fragrances, gifts, homewares and unique facial treatments. 

Meanwhile, holistic Parisian beauty label Aime will make its UK debut at 55 Monmouth Street with a range of skincare supplements and vitamins, all made in the South of France.

Monmouth Street isn’t the only focus for new openings though with the recently rejuvenated neighbouring Earlham Street welcoming Oi Polloi at number 19. This will offer the curated edit of menswear that has already made an impact in its home city of Manchester. It will feature clothing from brands such as Stone Island, Norse Projects and Patagonia alongside shoes, accessories and exclusive collaborations.

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