US skateboarding and lifestyle brand Element has opened its debut UK store at 13 Shorts Gardens in Seven Dials, Covent Garden.
Split across three floors, the 2,475 sq ft space stocks the brand’s full menswear and womenswear collections as well as footwear, accessories and skateboards. The interior uses natural and reclaimed materials such as wood, tiles and concrete.
Element has nine stores globally as well as three shop-in-shops in Midlands-based boardsports retailer Two Seasons.
Global general manager Frank Voit told Drapers Element plans to open up to three stores in the US between now and 2015 and a further seven in key cities throughout Europe before 2018.
General manager (Europe) of Billabong and Element owners GSM group, Jean-Louis Rodrigues, said the decision to open in London was taken to maximise international footfall.
He added that units in the UK are already being considered and are likely to be located near universities.