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Kent & Curwen to open new London concept store

Heritage sportswear brand Kent & Curwen has chosen London’s Floral Street for the opening of its first concept store under the partnership of creative director, Daniel Kearns, and business partner, David Beckham.

FASHION

Kent & Curwen to open new London concept store

Heritage sportswear brand Kent & Curwen has chosen London’s Floral Street for the opening of its first concept store under the partnership of creative director, Daniel Kearns, and business partner, David Beckham.

Designed by Paris-based ‘Architecture & Associe’, the store will lead a new global direction for the brand.

Kearns said: “Floral Street has a genuine menswear heritage. I remember the buzz around the street in the early 90's when we all looked to Floral Street for what was new in men’s fashion. It is exciting to see that buzz returning to the street.”

The new store will open in the autumn.

The signing of Kent & Curwen reflects the ongoing repositioning of Floral Street as a fashion and lifestyle destination. The street is anchored by Paul Smith at one end and Petersham Nurseries at the other within Capco’s new Floral Court development.

Michelle McGrath, director of Capco Covent Garden, said: “We are delighted that British heritage brand, Kent & Curwen, has chosen Covent Garden’s Floral Street as the location for their unique flagship store. The signing evidences the strategic vision for our estate, focusing on best in class retail and enhanced customer experiences through the curated approach to Covent Garden as a retail destination.”

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