Colorful Standard opens Seven Dials flagship

By

Nigel TAYLOR

Published
Feb 23, 2022

From pop-up to permanent. Danish sustainable fashion retailer Colorful Standard has opened a flagship store in the Seven Dials region of London’s Covent Garden.

Having announced its London arrival with a temporary store on 18 Earlham Street as part of the retailer’s expansion plans for the capital, it has now opened in the neighbouring 872 sq ft unit on 16 Earlham Street. It becomes the brand's second London flagship store alongside Spitalfields.

The latest upsized flagship space stocks the brand’s collection of clothing and accessories made from 100% organic cotton, recycled merino wool, and other plant-based materials in over 20 styles and 50 eco-friendly colours.

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Tue Deleuran, founder and CEO of Colorful Standard, said: “The UK is our fastest growing market, so it was a natural development for Colorful Standard to open a second flagship store in central London. The multicultural and diverse catchment Seven Dials attracts, makes it the perfect location for this flagship.”

The retailer becomes the latest in a host of Seven Dials arrivals over the last nine months that owner Hammerson says “demonstrates the destination’s continuous retail appeal”.

Samantha Bain-Mollison, Retail Director at landlord Shaftesbury, added: “Colorful Standard’s decision to take a permanent flagship space within our community demonstrates the value we place on nurturing and incubating emerging brands with an environmentally centred ethos, something we have been focusing on as a landlord.”