Henrietta Street in Covent Garden is to be repositioned as a premium menswear destination, with developer Capco looking to repeat the success of its recent regeneration of nearby King Street.
The first shop to open as part of the revamp will be veteran menswear designer Nigel Cabourn’s European flagship. The 1,000 sq ft store at number 28, formerly home to Satya Jewellery, will cover the ground and basement floors. It is expected to open in early September.
Capco creative director Beverley Churchill said: “Cabourn’s commitment to British craftsmanship makes it the perfect foundation for Henrietta Street, where we are creating a premium destination.”
The street has previously been known for sports and outdoorwear brands and retailers, including The North Face and Rohan, which exited their stores earlier this year.
Discussions are under way with other retailers and it is expected the majority will be in place by the end of the year through a combination of pop-up and long-term leases.
US shirtmaker Gitman and Italian sunglasses brand Retro Super Future have been mooted as possible pop-ups.
The street is hoping to attract premium menswear and streetwear names rather than luxury or tailoring businesses to distinguish itself from Savile Row or Mount Street.
“We’re trying to do something that’s more about accessible luxury and new and cool brands that have an interesting or avant-garde approach to what they do,” Churchill has said.
The parallel King Street was repositioned as a premium women’s shopping destination, with brands such as Opening Ceremony, Sandro, Aesop and Jo Malone appearing there in the past two years.
Covent Garden Piazza has also been transformed into a luxury beauty hub under Capco, with Chanel, Dior and Burberry opening standalone stores over the past year.
Premium fashion brands are also being sought for pop-up boutique spaces on Floral Street.