Shaftesbury has announced that Danish fashion retailer, Colorful Standard, has opened a permanent flagship space in Seven Dials.
Colorful Standard was first introduced to Seven Dials last year, with a pop-up store located on 18 Earlham Street as part of the retailer’s London expansion. Now it will officially open in the neighbouring 872 sq ft unit on 16 Earlham Street.
The upsized flagship space stocks Colorful Standards’ collection of clothing and accessories made from 100% organic cotton, recycled merino wool, and other plant-based materials in over 20 styles and 50 eco-friendly colours.
Tue Deleuran, founder and CEO of Colorful Standard, commented on the new signing: “The UK is our fastest growing market, so it was a natural development for Colorful Standard to open a second flagship store in central London. The multicultural and diverse catchment Seven Dials attracts, makes it the perfect location for this flagship, and it has been great to work so closely with the Shaftesbury team who are committed to creating opportunities for environmentally conscious brands.”
This news coincides with two further experience-led retail openings: British smart bike brand, Apex Rides. which opened its first bricks-and-mortar showroom on 5-7 Shorts Garden in a 1,600 sq ft space; and conservation-led retail brand, Hidden Planet, which has opened in two Seven Dials locations.
Samantha Bain-Mollison, retail director at Shaftesbury, added: “Each of the three experience-led retail openings contributes to the wonderful diversity across Seven Dials and feeds into our forward-thinking strategy which is based around unique experiences. Furthermore, Colorful Standard’s decision to take a permanent flagship space within our community demonstrates the value we place on nurturing and incubating emerging brands with an environmentally centred ethos, something we have been focusing on as a landlord.”
Hanover Green, Nash Bond and Cushman & Wakefield represent Seven Dials. Colorful Standard dealt direct.