Shaftesbury Capital has announced that Axel Arigato, the global Swedish footwear brand, has opened its flagship store at 21-23 Earlham Street in Covent Garden’s Seven Dials neighbourhood.
With a footprint of 2,500sq ft, Axel Arigato Covent Garden offers an extensive range of womenswear, menswear and accessories. To celebrate its 10th anniversary, Axel Arigato will also launch a 10-year capsule collection featuring bespoke Axel A monogramming across a t-shirt, denim and Area & Dice sneakers for both men and women, which will be available in-store and online as part of a limited run.
The interiors of the store reflect the brand’s longstanding commitment to creating ‘gallery-like spaces,’ that highlight the products and collaborations, while also serving the community with its robust event series, which includes Axel Arigato’s 10 Year Anniversary celebrations, opening and closing party with drinks, DJs and special performances.
Partnering with long-standing collaborators Hallerod, the new Earlham Street location has been fitted out with an in-wall speaker system that underscores the brand’s ongoing connection to music subculture. The store is designed to be easily transformed into an event space, acting as a second community hub in the heart of the capital.
The new store marks Axel Arigato’s second location within the Shaftesbury Capital portfolio, following the launch of its first flagship space on Broadwick Street in Soho. The arrival of the leading Swedish brand in Covent Garden, further enhances the line-up of specialist and luxury performance-wear brands across the neighbourhood, including the UK debut of footwear pioneer HOKA, the recent upsize of innovative outdoor apparel retailer Finisterre and the upcoming UK flagship opening of Alo Yoga.
Michelle McGrath, executive director at Shaftesbury Capital, commented: “The opening of Axel Arigato’s flagship store in Covent Garden signals another exciting development in the ongoing leasing momentum in Seven Dials’ neighbourhood. The highly innovative, dynamic brand bolsters not only the destination’s unrivalled line-up of performance-wear brands but marks the launch of yet another flagship space from a best-in-class international brand. Axel Arigato’s commitment to the Shaftesbury Capital portfolio through the launch of its second anchor location emphasises the strong collaborative relationship that we strive to curate with our partners.”
Albin Johansson, CEO & co-founder, Axel Arigato, commented: “London has been a spiritual home for Axel Arigato since we launched our very first store here back in 2016. We’re thrilled to be able to expand our bricks and mortar business in the capital – and it feels extra special to do this in our tenth anniversary year in the epicentre of world-leading performance-wear brands in the UK. We’re looking forward to offering a unique space and some unforgettable events to customers at our new store in Covent Garden’s Seven Dials.”
The opening of Axel Arigato follows the recent signing of Scandinavian outdoor brand, Peak Performance, which has selected Covent Garden to be the home of its first-ever UK store. The Amer Sports-owned brand will open a 1,700sq ft home at 49 Long Acre, offering high quality performance clothing.
