Saint + Sofia opens first physical store in Covent Garden

Contemporary womenswear brand Saint + Sofia has opened its debut bricks and mortar store in Covent Garden’s Seven Dials. After building significant commercial success online, Saint + Sofia makes its entrance to physical retail in a 1,600 sq ft flagship store in the heart of Covent Garden’s Seven Dials, at 35 Monmouth Street. Designed to be an “intimate” boutique shopping experience, the store delivers a curated selection of womenswear and accessories, including handbags and footwear. Special previews of new collections and store-unique products are available, and items are refreshed weekly. Customers are also able to book personal styling sessions, complete with complimentary champagne. Developed by the in-house creative team, the interior of Saint + Sofia’s store is positioned as a “home away from home”. Taking inspiration from neo-classical décor, the space features pieces from Clarendon Fine Art and furniture from Soho Home, coming together to create a “comfortable, luxurious” boutique. As part of the experience, the store will host a calendar of in-store events and talks that celebrate design, music and creativity. William Oliver, retail leasing director, 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, 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.”