Nestling between London’s Shaftesbury Avenue and Covent Garden is Seven Dials, home to a carefully curated mix of independents and international brands. Drapers takes a tour
Property company Shaftesbury, whose portfolio includes Carnaby Street, Chinatown, Covent Garden and Charlotte Street, has welcomed three transatlantic brands to the Seven Dials area of London.
Canadian technical clothing company Kit & Ace, French-Swedish lifestyle brand Ron Dorff and New York fragrance brand Le Labo all opened their doors on one of the seven streets that radiate from the sundial column that gives its name to the area.
Seven Dials was buzzing while Drapers took a tour with Charlie Owen, portfolio executive, and Sam Bain-Mollison, head of group retail strategy and letting at Shaftesbury.
The hand-picked retailers in Seven Dials should be experts in their crafts, explains Owen: “If it was full of the same high street shops, why would people visit the area?”
Other brands with stores in Seven Dials include Ralph Lauren-owned casualwear and accessories label Club Monaco, outerwear company Finisterre and mainstream menswear brand Farah.
For the Christmas season, Shaftesbury will launch an experiential fashion and food shopping event in the area on 17 November from 5pm to 9pm. Selected stores will offer a 20% discount on the night as Christmas lights will transform Seven Dials into a winter wonderland, linking into a trail around the area starting on Monmouth Street. There will be switch-on event at 6pm around the central monument.