Stance chooses Covent Garden for first non-US store

Fast-growing clothing company Stance has chosen Covent Garden to be the location of its first bricks-and-mortar store outside of the US.

The brand will set up shop at 3 Neal Street in early-November, leasing a 2,004 sq ft unit spanning two floors from London livery firm The Mercers’ Company. The shop’s ground floor will be utilised for retail purposes while the basement level will house a gallery and event space when it opens to the public early in 2019.

Stance, which started in California in 2009 and has built a reputation for selling ‘premium basics’, will be showcasing various products at its new London branch, including socks, underwear and a new dual-gender t-shirt range.

Paul Zaengle, director of retail at Stance said of the announcement: “The UK is the obvious next step for us and we can’t wait to bring our retail experience to loyal customers there and introduce the brand to new ones.”

“With 44 million visitors to Covent Garden each year, Neal Street is the ideal location for Stance’s debut international location and we can’t wait to plant deeper roots on English soil.”

Shadé Fadiora, asset manager at The Mercers’ Company, echoed Mr Zaengle’s thoughts, saying: “Stance is a remarkable brand with an impressive success story and they will be a great addition to the Mercers’ retail estate.

“Their decision to launch their UK debut out of the US at this location confirms that Neal Street and the surrounding area of Covent Garden is one of the top retail destinations in the capital, and indeed the UK.”