Shaftesbury Capital has announced that Saint + Sofia, the digitally native, contemporary womenswear brand, has opened its debut bricks-and-mortar store in Covent Garden’s Seven Dials. Located at 35 Monmouth Street, the independent London-based fashion house is the latest brand to select the destination for its first-ever store, joining Covent Garden’s extensive roster of physical debuts.
After building significant commercial success online, Saint + Sofia makes its entrance to physical retail in a 1,600sq ft flagship store in the heart of Covent Garden’s Seven Dials. Designed to be an intimate boutique shopping experience, the store delivers a carefully curated selection of womenswear and accessories, including handbags and footwear. Special previews of new collections and store-unique products are available, and items are refreshed weekly, creating a highly exclusive offer. Customers are also able to book personal styling sessions, complete with complimentary champagne.
Developed by the in-house creative team, the interior of Saint + Sofia’s store is positioned as a home away from home. Taking inspiration from neo-classical décor, the space features pieces from Clarendon Fine Art and furniture from Soho Home, coming together to create a comfortable, luxurious boutique. As part of the bespoke experience, the store will host a calendar of in-store events and talks that celebrate design, music and creativity.
Saint + Sofia adds to Seven Dials’ evolving line-up of debuts from innovative brands, including the recently opened Axel Arigato flagship, which marked its entrance to the UK, as well as a new heritage concept store from British lifestyle brand, Barbour, and the launch of sustainable menswear retailer NN.07’s first standalone space.
William Oliver, retail leasing director, Shaftesbury Capital, commented: “Covent Garden’s Seven Dials neighbourhood has seen incredible momentum, Saint + Sofia is the latest example of an innovative digitally native brand choosing this neighbourhood for their debut UK physical store. We are committed to evolving the neighbourhood’s offer, partnering with independent and global brands that are making their bricks and mortar debuts. Each is unique in offer but come together as a collective to represent the innovative vision we have for the destination.”
Dessislava Bell, CEO and founder, Saint + Sofia, added: “Covent Garden is the ideal location for our first store, particularly as this is our home city. We’re so excited to offer our customers, both new and existing, a memorable experience in-store delivered by our team of expert stylists. After four years of offering this experience online, we’re so thrilled to be able to open a physical space in Covent Garden’s Seven Dials, which is one of the most exciting retail locations in Europe.”
The opening of Saint + Sofia follows the announcement that Swiss watchmaker, Longines, has selected Covent Garden to be the location of its second London boutique. The iconic brand is to open at 6 James Street later this year, taking c.1,000sq ft of space to spotlight its selection of premium timepieces.
