Seven Dials to welcome quartet of store openings
British menswear brands NN.07, Form&Thread and Wax London are all opening new stores in Covent Garden
Covent Garden’s Seven Dials is set to welcome NN.07 first standalone UK store, Form&Thread’s West End debut and the opening of Wax London’s third boutique alongside Vivobarefoot’s upsized flagship store.
Introducing its first standalone UK store, NN.07 will be opening at Seven Dial’s 7 Earlham Street in August. The opening will showcase the brand’s collection of menswear essentials.
Joining the lineup is British premium menswear brand Form&Thread, which has recently opened on 68 Neal Street. The new opening marks the brand’s second permanent location in London and first in the West End.
Form&Thread’s new store is joined by independent premium menswear brand Wax London, with the opening of its new store at 45 Neal Street. Marking its largest ever space and third standalone boutique, the new store stocks the largest collection of the brand’s clothing and footwear range, as well as accessories.
In addition, sustainable footwear and natural health brand Vivobarefoot is upsizing its Covent Garden flagship store. Located at 57-59 Neal Street, the new space will also be home to the brand’s headquarters.
Set to open in Autumn, the store will stock a range of barefoot trainers, including vegan, winterproof, and “swimrun”, and will offer one-to-one sessions with a running coach and barefoot technique training. The new store will draw inspiration from the natural environment, featuring wood panelling, hexagon surfaces, and a 75 sq ft purified living plant wall.
Michelle McGrath, executive director, Shaftesbury Capital, said: “To have such a strong calibre of independent, innovative and sustainable brands join Covent Garden’s Seven Dials is credit to the authentic and dynamic neighbourhood we have nurtured.
“Whilst Covent Garden is synonymous with debut openings, flagship stores and innovative concepts, evidenced by the introduction of NN.07, Form&Thread and Wax London, it also consists of a close community of partners which Shaftesbury Capital works in collaboration with, so it is rewarding to see existing brands continue to commit to the destination, like Vivobarefoot in their latest neighbourhood expansion and head office relocation.”