Warm & Wonderful opens first physical store
Knitwear brand Warm & Wonderful has chosen London’s Seven Dials for the opening of its first physical store.
The pop-up at 55 Monmouth Street will stock the brand’s latest collection including its iconic sheep sweater in a variety of exclusive colours as well as a new range of children’s sweaters. The shop will also stock a selection of fleece jackets, pyjamas, knitted scarves and beanies.
Warm & Wonderful was founded in 1979 by Joanna Osborne and Sally Muir who began by selling their knitted jumpers from a market stall in neighbouring Covent Garden. The brand came to fame when Princess Diana appeared in one of its red sheep sweaters, which subsequently led The Victoria & Albert Museum to purchase a sweater to feature in its permanent collection.
Commenting on the new store, Osborne said: “This is a significant opening for our brand. We chose Seven Dials as it is situated in the midst of like-minded shops and therefore customers, making it the perfect destination for our latest collection. The fact it is just a stone’s throw away from our original market stall makes it all the more special for us.”
Samantha Bain-Mollison, retail director at Shaftesbury, added: “Warm & Wonderful picking Seven Dials for their first store in 30 years is fantastic news. The concept of the brand and its emphasis on authenticity is also reflected throughout Seven Dials as a destination and the offer will resonate amongst the Seven Dials community. Sitting comfortably alongside a range of well-established independent brands such as Astley Clarke and Experimental Perfume Club, the addition of Warm & Wonderful will really enhance Seven Dials and puts the destination at the forefront of independent retail.”
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