Shaftesbury has announced the opening of a debut pop-up store in Seven Dials for Warm & Wonderful, the independent British knitwear brand, known for its iconic red sheep sweater, famously worn by Princess Diana, David Bowie and a other 80s icons.
Warm & Wonderful selected Seven Dials to launch its latest collection from its first physical retail space in over three decades coinciding with its first e-commerce site launch.
Located at 55 Monmouth Street, the 500 sq ft store, designed in-house will stock Warm & Wonderful’s latest collection, consisting of the famous sheep sweater in multiple exclusive colours, as well as children’s sweaters and a range of apparel and accessories, most notably fleece jackets, pyjamas, knitted scarves and beanies.
Samantha Bain-Mollison, retail director at Shaftesbury, commented: “Warm & Wonderful picking Seven Dials for their first store in 30 years is fantastic news. The concept of the brand and its emphasis on authenticity is also reflected throughout Seven Dials as a destination and the offer will resonate amongst the Seven Dials community.”
Joanna Osborne, a co-founder of Warm & Wonderful, added: “This is a significant opening for our brand. We chose Seven Dials as it is situated in the midst of like-minded shops and therefore customers, making it the perfect destination for our latest collection. The fact it is just a stone’s throw away from our original market stall makes it all the more special for us.”
