British menswear brand Nigel Cabourn will open its first standalone UK and European flagship store in Covent Garden this September.
Opening at 28 Henrietta Street, the store will span 925 sq ft across the ground and basement floors.
Founder Nigel Cabourn, who began his eponymous label in the 1970s, is known for the militia and vintage sports-inspired aesthetic of his designs. He said the interiors and fittings of the Henrietta Street flagship will reflect military influences, including a World War I installation featuring rare pieces of memorabilia.
Cabourn’s made-in-Britain clothing has proved successful in Japan, where his Nigel Cabourn The Army Gym line has numerous stores and concessions.
He said: “The success in Japan has been phenomenal. We recently opened our sixth store there, in Tokyo, so it’s very exciting to be now launching our seventh in London. The location of the store is crucial and Henrietta Street is an area of continued growth and development with a great atmosphere and good mix of quality retailers.”
Henrietta Street’s developers, Capco Covent Garden, are currently promoting the street as a new hub for menswear and street-wear labels, following on from the regeneration of the parallel King Street in Covent Garden. That street has been placed as a premium shopping destination, with brands such as Opening Ceremony, Sandro, Aesop and Jo Malone opening there.
Meanwhile, the Covent Garden piazza itself is being repositioned as a luxury beauty brand hub, with Chanel, Dior and Burberry all opening standalone beauty stores there over the past year.
Capco Covent Garden creative director Beverley Churchill said: “The brand’s commitment to British craftsmanship make it the perfect foundation for Henrietta Street, where we are creating a premium destination.”