Seven Dials welcomes a luxury skincare business to its beauty store line-up

Shaftesbury has announced the signing of international beauty and skincare umbrella brand, DECIEM, is to be located within a new development at 73-75 Monmouth Street.

DECIEM will take a 1,265 sq ft unit equally split between the ground floor and basement levels. It will trade under a dual fascia of DECIEM and the NIOD collection.

NIOD, which stands for ‘non-invasive options in dermal science’, is a skincare range and described as ‘skincare for the hyper-educated’. The business’ collection has amassed a strong following, with positive reviews from the likes of The Evening Standard and Vogue.

Commenting on the news, Sam Bain-Mollison, head of retail at Shaftesbury, said: “We are thrilled to welcome this groundbreaking beauty brand to Seven Dials and are excited to see the retail line-up evolve.

“Located in the heart of the West End, Seven Dials offers visitors high-quality international brands and DECIEM, along with the NIOD range, brings totally unique products that will further complement the existing offer.”

This announcement follows the opening of designer Japanese skincare brand, shiro, as well as the signing of Birkenstock’s only brand-owned store in the UK.

Sahar Rezazadeh, DECIEM’s global head of real estate, added: “We’re so excited to bring DECIEM’s 10 brands to the urban, unique streets of Seven Dials, where we will also be launching NIOD’s long-anticipated first store.”

JLL and Shackleton acted for Shaftesbury. DECIEM was represented by CBRE.