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Stance opens first store outside US in Covent Garden

Stance, the premium basic apparel brand, has opened its first store outside of the US in London’s Covent Garden.

FASHION

Stance opens first store outside US in Covent Garden

Stance, the premium basic apparel brand, has opened its first store outside of the US in London’s Covent Garden.

Spanning 2,044 square feet over two floors, the store at 3 Neal Street stocks the brand’s range of socks, underwear and its new dual-gender t-shirt collection.

Rich Philip, director of marketing at Stance Europe, said: “Opening our first flagship store in Europe has been a huge adventure and we are thrilled to finally bring Stance to a whole new customer base in the UK. It’s already clear that we made the right decision choosing Neal Street in Covent Garden for our debut location and are excited for where this opportunity will take our brand.”

Designed by an in-house team, the store interior features core brand elements including artwork created by Stance’s athlete and ambassador community. The brand is planning to use the basement level as a gallery and event space which will open in early 2019.

Shadé Fadiora, The Mercers’ Company asset manager, said: “It’s fantastic to see such a buzz around the hotly anticipated launch of Stance. This prime location on Neal Street, right in the heart of Covent Garden, is perfect for the leading US brand to launch their debut UK store and we are confident they will be a popular addition to the overall collection of trendy retailers on Neal Street.”

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