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American skater brand Element opens debut UK store

US-based skateboarding clothing and footwear brand Element has agreed a deal to open its debut standalone store in the UK.

Element will open a 2,816 sq ft flagship store at 13 Shorts Gardens in Shaftesbury’s Seven Dials in central London. The store was previously occupied by outdoor brand Berghaus.

The three-floor store is expected to open in November or early December and will stock Element’s full range of clothing, accessories, footwear and skateboards.

Element’s ranges are already stocked in the UK by Asos and Schuh, as well as independent retailers including Rebel State Clothing and Scorpion Shoes in London, Resurrection in Liverpool, Ridelow in Manchester and Two Seasons in Exeter.

Element was founded in 1992 by Johnny Schillereff and has 10 global stores in cities including Paris, Tokyo, New York and Melbourne.

Julien Duval, Element brand manager, said: “Seven Dials stood out for us due to its global village feel, full of international brands and specialty retailers that resonate with our customers.”

The brand will also open two stores this year in Germany at undisclosed locations.

Property agents Shackleton and JLL advised Shaftesbury on the deal. Element dealt directly with the landlord.

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