Outdoor lifestyle company Patagonia has opened its first UK flagship store in London’s Covent Garden.
The 4,340 sq ft space showcases the full Patagonia offering, from techinical alpine and ski equiptment to the brand’s clothing and footwear ranges.
Patagonia worked with architects and partner store Outside, which opened Patagonia’s Hathersage store in the Peak District, to retain the unique aspects of the historic Covent Garden Langley Street address.
In keeping with Patagonia’s retail policy of using historic sites while preserving the integrity of the building, the Covent Garden shop is a listed property and was once part of the Watney Combe and Reid brewery. The store’s basement once stored fruits and vegetables for the historical market at Covent Garden.
Patagonia’s European marketing manager, Jonathan Petty, said: “The owners of Patagonia, Yvon and Malinda Chouinard, have for many years wanted to open a London store. We’re very excited to be opening in one of Europe’s premier cities, and hope this will continue to drive the fantastic momentum the brand currently has in Europe.”
Robert Cohen, Patagonia’s VP of global retail, added: “We wanted to create a living, breathing version of the brand and we view the building as much a part of the story as the products inside.”