Shaftesbury Capital has announced that Elemis has opened its first UK store at 23 Monmouth Street in Covent Garden’s Seven Dials neighbourhood. Elemis joins Covent Garden’s significant line-up of cosmetics and beauty brands. The entrance reaffirms the neighbourhood’s position as the UK’s leading destination for beauty and wellness, reiterating Shaftesbury Capital’s active collaboration with sector-leading brands.
Elemis’s Seven Dials store, spanning c.1,000sq ft, boasts interactive features such as a product play table with digital halo screens that reflect the weather to bring the outside in, aligning with Elemis’s commitment to harnessing the power of natural ingredients and scientific innovation. An in-store scent experience enables visitors to experience the aromatics of products and an LED kinetic wall surrounds the treatment area.
The new Monmouth Street location has been created using sustainable materials and featuring a specialised multi-brand ‘Beauty Drop & Swap’ recycling area, where customers can recycle existing beauty product packaging in exchange for a complimentary Pro-Collagen Cleansing Balm 10g.
In a nod to the brand’s spa heritage, it has developed four new treatments which are available exclusively in the new retail space, all of which start with a comprehensive skin consultation.
Michelle McGrath, executive director, Shaftesbury Capital, commented: “Marking yet another debut from a globally renowned retailer, Covent Garden is the perfect destination for a leading beauty pioneer to flourish and innovate with its debut standalone store. This expansion underscores Covent Garden’s reputation as a premier destination for ground-breaking beauty experiences and is further evidence of the continued momentum of leasing activity in the Seven Dials neighbourhood.”
Susan Harvey, UK general manager at Elemis, commented: “As a beauty brand deeply rooted in British heritage, Covent Garden’s historic Seven Dials neighbourhood is the perfect home for our first-ever stand-alone store. We are delighted to bring our vision to life and create a multi-faceted, immersive space that reflects ELEMIS’s character, where even more people can experience our holistic approach to skin wellness and innovation.”
The premium skincare brand joins 15 new brands that have been introduced to the Covent Garden neighbourhood in the last 12 months.
