Activewear brand opens in Covent Garden’s Seven Dials

Luxury activewear brand Alo Yoga has opened its new location at Seven Dials within Shaftesbury Capital’s Covent Garden neighbourhood in London.

The brand has taken a 5,000 sq ft store at 25a Neal Street, at a key gateway to the neighbourhood.

Spanning three floors, the new space spotlights the brand’s collections of lifestyle and activewear, including loungewear, accessories and wellness products.

The opening follows a milestone year for brand commitments at Covent Garden in 2024, with 55 brands investing in the destination over the course of the year.

Of these, 33 were new openings encompassing a total of almost 60,000 sq ft. Brands that joined Covent Garden in 2024 included Arc’teryx, Axel Arigato, Barbour, ELEMIS, EL&N Deli, Delamina Townhouse, Diptyque, Longines, and Peak Performance. The destination also signed ERGON House and Nespresso which are both set to open this year.

A further 22 brands chose to build on their existing relationship with Shaftesbury Capital and reinvest into Covent Garden during 2024. This included lease renewals and upsizes from brands such as Bucherer, Charlotte Tilbury, Diptyque, Finisterre, Moleskine, Strathberry and Vivo Barefoot.

William Oliver, retail leasing director at Shaftesbury Capital, said: “The opening of Alo Yoga’s new store in an anchor Seven Dials unit comes on the heels of a highly successful year for brand investment in Covent Garden. 2024 was marked by a host of international debuts, flagship launches, and substantial refits, with 33 new additions and 22 brands recommitting to the destination. Covent Garden’s position as the go-to hub for world-class brands is stronger than ever and 2025 is set to build on this momentum, as we welcome even more leading names to the destination, expanding our diverse tenant mix.”

The opening of Alo Yoga follows the recent announcement that beauty brand Charlotte Tilbury has launched its significantly upsized store in Covent Garden, tripling its presence.