Cult menswear brand launches new flagship Seven Dials store after "challenging" year

A cult menswear brand has announced that it is setting up a new permanent site in London after more than a year as a pop-up.

L’Estrange, based in the capital, is launching a new Seven Dials store in Earlham Street, after signing a deal with Shaftesbury.

The new site spans 1,000 sq ft, and follows on from L’Estrange’s pop-up space in Neal Street, from which it has traded since November 2019.

The Seven Dials location serves as the flagship for L’Estrange, complementing the retailer’s neighbourhood store in Notting Hill.

Tom Horne, co-founder and director of L’Estrange, commented: “Seven Dials has historically played a pivotal role in the growth of our business, so it is a pleasure to launch a permanent site here following our successful pop-up showing on Neal Street.

“Although it has been a challenging year for retail, the pandemic has accelerated the drive towards more thoughtful consumption, which is a core element of our label.”

Samantha Bain-Mollison, retail director at Shaftesbury, said: “After working closely with L’Estrange for several years in a supportive and flexible pop-up capacity, it is fantastic to continue our relationship with the brand and see its flagship store permanently housed within the Seven Dials community.

“L’Estrange’s forward-thinking values and practices, particularly around sustainability and the circular economy, seamlessly align with ours as a destination.

“Sitting comfortably alongside an enclave of well-established names such as Carhartt, RAINS and Farah, all on Earlham Street, the addition of L’Estrange bolters our position as a leading menswear provider and puts Seven Dials at the forefront of trend-led retail, especially as the industry starts to recover post-lockdown.

“This particular deal is a great milestone for us as we continue to diversify the destination, and demonstrates Seven Dials’ ability to evolve and nurture emerging brands from pop-up sites to long-term bricks and mortar homes.”

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