Seven Dials welcomes flurry of new brands

Shaftesbury Capital has welcomed five new brands to the Seven Dials shopping destination in London’s Covent Garden.

Making their bricks-and mortar debuts are independent British womenswear brand Odd Muse and jewellery brand Missoma, which have opened flagship stores at 44 and 46 Monmouth Street respectively. Missoma’s permanent Seven Dials store follows a successful pop-up at Covent Garden’s Market Building earlier in the year.

Also joining Monmouth Street is gourmet liquorice brand LAKRIDS BY BÜLOW, which has opened a new store offering handcrafted confectionary and gifts.

Opening on Seven Dials’ Neal Street in the coming weeks is French men’s skincare brand Horace, which will make its UK debut at No.29. Meanwhile, British shoemaker Loake will be opening a store early in the new year at No. 62.

The two brands join a number of established brands on Neal Street, including Space NK, Birkenstock, and jewellery brand Astrid & Miyu.

Michelle McGrath, executive director, Shaftesbury Capital, said: “Our Seven Dials neighbourhood continues to evolve into a hotspot for innovative concepts, independent stores, international flagships and the best of British, with the latest arrivals of Odd Muse, Missoma, Lakrids, Horace and Loake being testament to this.

“It is a huge vote of confidence that these five leading brands have all selected Seven Dials, Covent Garden to be their location of choice and we are proud to play a role in their ongoing success. From Odd Muse’s debut bricks and mortar store and Horace’s UK entry to Missoma’s continued recommitment to the neighbourhood, these latest announcements bolster the destination’s reputation as a hub for pioneering, high quality retail concepts.”

The lettings follow a busy few months of signings for Covent Garden, which has welcomed the likes of activewear brand HOKA, outdoors brand Arc’teryx, and a number of high-profile watch and jewellery brands such as OMEGA, Messika, Hublot, and Girard-Perregaux.