Rebecca Wayman

Online activewear brand makes first bricks-and-mortar debut at Seven Dials

Activewear brand Fashercise has selected Seven Dials for its first UK store.

Launching at 46 Monmouth Street soon, the 650 sq ft marks the evolution of the digitally native brand into a specialist concept store for the capital.

Headed by solo female entrepreneur, Alexandra Vanthournout, the debut location in Seven Dials will stock a range of sought-after inclusive activewear.

With brands such as Khloe Kardashian’s Good American, the store will utilise on-trend Klarna’s flexible payment system.

Sam Bain-Mollison, head of retail at Shaftesbury, said: “Fashercise is an on-trend emerging brand, led by a solo female entrepreneur, and is a natural fit for Seven Dials with our existing mix of relevant wellness tenants.

“For a brand who wants to make their mark with their first flagship store, Seven Dial’s offers an exciting destination to transition from e-commerce to physical retail, within the heart of London’s West End.”

Fashercise ventured into pop-ups before choosing Seven Dials to launch its permanent bricks-and-mortar site. This flagship store will host regular brand takeovers and primarily be an experiential space for their core brands.

Fashercise will join the Seven Dials community alongside recently opened debut stores for Away, BLOCH and Indian luxury leather goods brand, Nappa Dori.

JLL and Nash Bond represented Shaftesbury. Fashercise dealt direct.

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