Colorful Standard opens London flagship
Danish fashion retailer Colorful Standard has opened a permanent flagship store in London’s Seven Dials following the success of a pop-up in the shopping district.
The brand has taken an 872 square foot unit at 16 Earlham Street which will stock its collection of clothing and accessories made from 100% organic cotton, recycled merino wool and other plant-based materials in over 20 styles and 50 eco-friendly colours.
Tue Deleuran, founder and chief executive of Colorful Standard, said: “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.”
The news coincides with the opening of stores by experience-led retail brands Apex Rides and Hidden Planet within Seven Dials.
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.”
