Billi London debuts at Seven Dials’ Monmouth Street

Shaftesbury has announced the opening of Billi London at 35-37 Monmouth Street in Seven Dials, marking the third winning retailer to launch as part of the ‘Start Up With Seven Dials’ pop-up incubator initiative.

Billi London, a 100% certified biodegradable tights brand founded by entrepreneurs: Sophie Billi-Hardwick and Marie Bouhier, was one of four female-led brands to be selected from a pool of 30 entrants following a comprehensive judging process with a panel of industry experts and given the opportunity to launch a pop-up retail space. The prize includes full operational support from Shaftesbury.

The recently opened 819 sq ft Billi London store marks the first bricks and mortar space for the previously online-only brand and provides the opportunity to showcase their 100% certified biodegradable tights collections in full.

Samantha Bain Mollison, retail director at Shaftesbury, commented on the winner’s debut: “Billi London has transformed this space, bringing to life a new physical home for their revolutionary product offering, including innovative features, such as the tights repair station, to highlight the brand’s commitment to the circular economy. We are so pleased to have welcomed Billi London to our ever-evolving community, and feel their presence in Seven Dials showcases how much value a physical retail presence can bring to an emerging, digital-native brand.”

Sophie Billi-Hardwick, co-founder of  Billi London added: “We feel our brand has a real affinity with Seven Dials and its longstanding commitment to sustainability and environmental causes. To be in a physical store and alongside so many other innovative and creative brands align seamlessly with Billi London and our efforts to become the world’s leader and specialist for the biodegradable hosiery industry. This is such an important time for retail, especially as shopping habits are rejuvenated post-Covid heralding in the rise of the conscious consumer.”

The launch of Billi London in Seven Dials follows other initiative winners, Olive Jennings and Tihara Smith, who recently opened retail pop-up spaces on Monmouth Street and Neal Street respectively, and precedes the launch of KATI KAIA, due in the coming months.

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