Seven for Seven Dials

Shaftsbury announces signings totalling 6,000 sq ft

Shaftesbury has announced seven retail signings totalling 6,000 sq ft in Seven Dials, elevating the fashion and beauty offering across the West End destination.

First, Selecting 57-59 Monmouth Street for its new London flagship is cult Swedish brand Nudie Jeans, which is known for sustainable denim through ethical production, an upcycling re-use program, and a free repair service that will feature at the new store.

Also joining Monmouth Street are London-based contemporary womenswear labels L.F. Markey and Emin + Paul at number 31 and 33 respectively.

Complementing the fashion and activewear line-up is renowned Australian skin, hair and body-care brand Aesop, which has selected 16 Monmouth Street to expand its London brand presence.

Holistic Parisian beauty label Aime will make its UK debut at 55 Monmouth Street, offering its waitlist-worthy skincare supplements and vitamins, all made in the South of France. And Earlham Street will welcome Oi Polloi at number 19, set to offer the same curated edit of menswear.

Commenting on the signings, Sam Bain-Mollison, group retail strategy and leasing at Shaftesbury said: “To have so many renowned independent and international brands joining the destination is a credit to the authentic and eclectic style found throughout Seven Dials, and will add even more to our diverse offering in the lead up to Christmas. As well as growing the retail appeal of the area, these six new brands have been strategically positioned to strengthen the existing character of Earlham Street as a menswear hub, and Monmouth Street as the home of contemporary design, fashion and lifestyle.”

Cushman & Wakefield and Nash Bond represented Shaftesbury. Nudie Jeans was represented by JLL, and Aesop was represented by CWM. L.F. Markey, Emin + Paul, Oi Polloi and Fashercise dealt directly.

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