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Published
Oct 7, 2021
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Good opens flagship vintage store in Seven Dials

Published
Oct 7, 2021

Yet another quirky store has opened in London’s Seven Dials with landlord Shaftesbury announcing the official launch of Good at 33 Neal Street.


Good, Seven Dials



The retailer’s new London flagship boosts Seven Dials’ fast-growing community of sustainable and vintage clothing retailers.

The 500 sq ft flagship stocks its diverse array of vintage pieces and it’s interesting that all of it was sourced from recycling centres, which certainly adds to its sustainability credentials.

The company already has stores on Queensway and Kensington Church Street in London and has “extensive expansion plans”.

It said it has “invested almost entirely in bricks and mortar retail, with this approach dramatically reducing customer returns, which, due to the packaging and shipping collateral involved [with online shopping], forms a key sustainability issue”.

The new, curated flagship has been designed in-house and is organised by either colour scheme or premium brand, such as Ralph Lauren, Burberry and Barbour.

Co-founder David Brinson was previously Head of Retail for a major UK charity, “which has informed his approach to the brand and his aims to deliver a premium fashion experience through a vintage store”.

He said that “Seven Dials is such a vibrant community and to be among so many other like-minded brands is ideal for our flagship London store. We were very selective when searching for our next location, and Seven Dials, with its excellent sustainability ethos and mix of big name and independent premium brands, formed the perfect destination for us to launch at. Within the vintage industry, we are banking on bricks and mortar retail.”

Good’s launch follows several recent entrants to Seven Dials, including a debut London store for COW Vintage at 13 Shorts Gardens, and biodegradable tights specialists Billi London, Shaftesbury’s Start Up with Seven Dials competition finalist that has recently launched within a pop-up space at 35-37 Monmouth Street.

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