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Good opens new flagship store at Seven Dials

Vintage clothing retailer Good has opened a new flagship store at London’s Seven Dials shopping district. The news follows the success of the area’s ‘Second Hand… View Article

FASHION

Good opens new flagship store at Seven Dials

Vintage clothing retailer Good has opened a new flagship store at London’s Seven Dials shopping district.

The news follows the success of the area’s ‘Second Hand September’ campaign.

Spanning 500 square feet, the shop stocks Good’s range of vintage fashion which has all been sourced from recycling centres.

Established in 2020 by David Brinson, Vicci Houston and Ruth Summerfield, Good also has stores on Queensway and Kensington Church Street in London.

The Seven Dials store was designed in-house and features products organised by either colour scheme or premium brand. Brinson was previously head of retail for a major UK charity, which has informed his approach to the brand as it looks to deliver a premium fashion experience through a vintage store.

Brinson said: “Seven Dials is such a vibrant community and to be among so many other like-minded brands is ideal for our flagship London store. We were very selective when searching for our next location, and Seven Dials, with its excellent sustainability ethos and mix of big name and independent premium brands, formed the perfect destination for us to launch at. Within the vintage industry, we are banking on bricks and mortar retail and we are delighted to be working with a landlord that wholeheartedly supports our brand aims.”

Other recent entrants to Seven Dials include COW Vintage and  biodegradable tights specialist Billi London.

Samantha Bain-Mollison, retail director at Shaftesbury, said: “Sustainability has always been an important factor when selecting retailers for Seven Dials; we have consistently worked hard to curate an authentic line-up of retailers with strong sustainable credentials across our destination, which in the fashion sphere includes names such as the recently launched COW Vintage as well as Goldsmith Vintage and Pop Boutique. It is brilliant to be the home of Good’s new flagship store, which fits so well within our village offering and will be particularly appealing to the constantly evolving, more conscious consumer.”

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