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Rains leads trio of flagship openings in Seven Dials

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today Dec 12, 2019
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Retail landlord Shaftesbury continues to inject new energy into the Seven Dials neighbourhood in London with the addition of three new global brands.


Rains has opened on Earlham Street


The seventeenth-century network of streets connecting Covent Garden to Soho has had a stellar year, with a raft of fashion, beauty and lifestyle names joining the area.

Previously a secret local hotspot, tucked down a quiet street a stone’s throw away from the hustle and bustle of Covent Garden, Seven Dials has been given a boost since Shaftesbury increased its investment there in 2017. 

And more shoppers are expected to wander around its cobblestone streets now that an indoor street food market has opened in a former banana warehouse on Earlham Street.

Taking advantage of that momentum, Indian leatherwear label Kompanero, and Scandinavian brands Nudie Jeans and Rains have chosen the area to open UK flagship stores.

Rains, a Danish brand dedicated to weatherproof clothing and accessories, has opened its third store in London in Seven Dials. The flagship store will be the primary concept space to host events, customisation, exclusives and any limited-edition collections.



Commenting on the opening, Rains co-founder Daniel Brix Hesselager, said: “Seven Dials is a natural home for our flagship UK store. The store provides a great showroom space for our collection and we are in very good company, neighboured by like-minded, global brands which also prioritise premium design and craftsmanship.”

Kolkota-based Kompanero made its UK debut on Neal Street on 15 December, while cult Swedish brand Nudie Jeans opened on Monmouth Street. In line with Nudie’s sustainability focus, the store offers a free repair service.

They join a host of recent arrivals, including contemporary womenswear labels L.F. Markey and Emin + Paul, menswear hub Oi Polloi, and activewear boutique Fashercise. Cult beauty brand Aesop recently opened on Monmouth Street, while international gallery concept LUMAS recently launched its new flagship London location on Earlham Street.

Samantha Bain-Mollison, group retail strategy & leasing at Shaftesbury, said: “The line-up of new international brands we’ve welcomed to Seven Dials throughout 2019 has been so exciting, and reflects our strategy of curating unique, cult-status retailers at the destination. We’re ending the year on a high note with this trio of flagships, each of will further strengthen the Seven Dials community, and set it apart as a prime destination.”

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