Seven Dials adds to its beauty line-up with Deciem and a first UK store for Niod
Deciem, the beauty and skincare umbrella brand, is to open a dual fascia Deciem and Niod store in London’s Seven Dials.
The 1,265 square foot shop will be situated in a new development at 73-75 Monmouth Street.
Sahar Rezazadeh, global head of real estate at Deciem, said: “We’re so excited to bring Deciem’s 10 brands to the hip, urban and unique streets of Seven Dials, where we will also be launching Niod’s long-anticipated first store.”
The new store will be close to brands such as Dinny Hall, Le Labo and Larsson & Jennings.
Sam Bain-Mollison, head of retail at Shaftesbury, said: “We are thrilled to welcome this ground-breaking beauty brand to Seven Dials and are excited to see the retail line-up evolve. Located in the heart of the West End, Seven Dials offers visitors high-quality international brands and Deciem, along with the Niod range, brings totally unique products that will further complement the existing offer.”
The news follows the Seven Dials opening of designer Japanese skincare brand Shiro, as well as the district’s recent signing of Birkenstock’s only brand-owned store in the UK.
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