Danish fashion retailer opens site in London's Seven Dials

Shaftesbury PLC welcomes a Danish fashion retailer to its permanent flagship space in Seven Dials.

Colorful Standard was first introduced to Seven Dials last year, with a pop-up store located on 18 Earlham Street as part of the retailer’s London expansion. Going from success to success, the sustainable essentials brand has become the latest retailer to take permanent space at Seven Dials, opening in the neighbouring 872 sq ft unit on 16 Earlham Street.

The upsized flagship space stocks Colorful Standards’ unique collection of clothing and accessories made from 100 per cent organic cotton, recycled merino wool, and other plant-based materials in over 20 styles and 50 eco-friendly colours.

Tue Deleuran, founder and CEO of Colorful Standard, commented: “The UK is our fastest growing market, so it was a natural development for Colorful Standard to open a second flagship store in central London.

“The multicultural and diverse catchment Seven Dials attracts, makes it the perfect location for this flagship, and it has been great to work so closely with the Shaftesbury team who are committed to creating opportunities for environmentally conscious brands.”

This news coincides with two further experience-led retail openings, the first being British smart bike brand, Apex Rides.

Designed by Northbanks Design Ltd, the 1,600 sq ft Seven Dials space bridges the gap between the virtual and physical, acting as a place for customers to trial the bike and app, meet instructors and ultimately get a tangible feel for the brand.

The second entrant is conservation-led retail brand, Hidden Planet with two Seven Dials locations. The first on 55 Monmouth Street, acts as a part store, part working studio of natural history author and illustrator, Ben Rothery. The 335 sq ft unit stocks a range of natural history inspired prints, books, greeting cards, plants and ceramics.

Samantha Bain-Mollison, retail director at Shaftesbury, added: “Each of the three experience-led retail openings contributes to the wonderful diversity across Seven Dials and feeds into our forward-thinking strategy which is based around unique experiences.

“Furthermore, Colorful Standard’s decision to take a permanent flagship space within our community demonstrates the value we place on nurturing and incubating emerging brands with an environmentally centred ethos, something we have been focusing on as a landlord.”