Womenswear brand makes bricks-and-mortar debut at Covent Garden’s Seven Dials

Contemporary womenswear brand Saint + Sofia has opened its debut bricks-and-mortar store at Covent Garden’s Seven Dials.

Located at 35 Monmouth Street, the 1,600 sq ft flagship offers a curated selection of womenswear and accessories, including handbags and footwear.

Designed as a boutique shopping experience, Saint + Sofia at Seven Dials allows customers to preview new collections and store-unique products, with items refreshed weekly.

The store also offers a number of in-store events and talks with a focus on design, music, and creativity.

Saint + Sofia adds to Seven Dials’ line-up of debuts from a range of brands, including the recently-opened Axel Arigato flagship, as well as a new heritage concept store from British lifestyle brand Barbour, and the launch of menswear retailer NN.07’s first standalone space.

William Oliver, retail leasing director at Shaftesbury Capital, said: “Covent Garden’s Seven Dials neighbourhood has seen incredible momentum, Saint + Sofia is the latest example of an innovative digitally native brand choosing this neighbourhood for their debut UK physical store. We are committed to evolving the neighbourhood’s offer, partnering with independent and global brands that are making their bricks and mortar debuts. Each is unique in offer but come together as a collective to represent the innovative vision we have for the destination.”

Dessislava Bell, CEO and founder of Saint + Sofia, added: “Covent Garden is the ideal location for our first store, particularly as this is our home city. We’re so excited to offer our customers, both new and existing, a memorable experience in-store delivered by our team of expert stylists. After four years of offering this experience online, we’re so thrilled to be able to open a physical space in Covent Garden’s Seven Dials, which is one of the most exciting retail locations in Europe.”

The opening follows the recent announcement that Swiss watchmaker Longines has selected Covent Garden to be the location of its second boutique in London. The brand is set to open at 6 James Street later this year, taking around 1,000 sq ft of space.