Route One opens first London store at Seven Dials

Shaftesbury has announced that multi-brand streetwear and skate retailer, Route One, has made its debut entrance to the capital, with the launch of a new London store a the 2,000 sq ft 47 – 49 Neal Street unit in Seven Dials.

Route One in Seven Dials will stock over 100 skate and street brands including Nike SB, Vans, Adidas, Huf, RIPNDIP, Polar, Santa Cruz and Thrasher, together with Route One’s own cult label. A

The Seven Dials store will be showcasing an experiential, subterranean area known as the “The Vault”. Due to launch in August, “The Vault” will be dedicated to housing the retailer’s one-of-a-kind sneaker archive.

Commenting on the signing, Samantha Bain-Mollison, retail director at Shaftesbury, said: “To be welcoming the debut London site for Route One is fantastic for Seven Dials. The retailer’s independent spirit and focus on experience aligns well with our own ethos as a destination, and we’re confident that Route One’s offering will resonate amongst the Seven Dials community as successfully as it has in other parts of the UK. We look forward to seeing the hype which the store’s limited-edition drops and exclusive vault is sure to spark.”

Richard Boissevain, owner and co-founder of Route One added: “While we have considered opening a store in London for some time, this space in Seven Dials really stood out to us due to the precinct’s strong retail reputation and notoriety as a hub for the wider London skate community. Route One has established a loyal following in the capital, so it is fantastic to launch in such a prime location of the city and grow this online community through our one-of-a-kind store experience.” 

Nash Bond, Hanover Green Retail and Cushman & Wakefield represented Shaftesbury.

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