Shaftesbury has officially announced that cult menswear label, L’Estrange, which traded in Seven Dials via a pop-up space in Neal Street since November 2019, has relocated to a new permanent site at 19 Earlham Street. 

Spanning 1,000 sq ft, L’Estrange’s new long-term home at Seven Dials reflects the brand’s focus on a ‘more intelligent wardrobe’, formulated with renewable, organic and recycled fabrics. 

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In a world of hyper-convenience and overconsumption, the menswear brand aims to simplify the male wardrobe by providing a modular clothing system that comprises comfortable, seasonless and versatile pieces, all of which have less impact on the planet. With all of L’Estrange’s lines designed in London, crafted in European factories via a reimagined clothing lifecycle, and sold within responsibly designed stores, L’Estrange is dedicated to supporting the circular economy and placed 90th on the Financial Times’ 2021 list of the 1000 fastest growing European companies.  

The new Seven Dials location serves as the flagship for L’Estrange, complementing the retailer’s neighbourhood store in Notting Hill. As part of the experience emphasis for consumers, personal appointments are available at the Earlham Street store which allow customers to learn about L’Estrange’s signature range and receive tailored advice on the best ways to create seasonless looks. 

Commenting on the signing, Samantha Bain-Mollison, Retail Director at Shaftesbury, said: “After working closely with L’Estrange for several years in a supportive and flexible pop-up capacity, it is fantastic to continue our relationship with the brand and see its flagship store permanently housed within the Seven Dials community. L’Estrange’s forward-thinking values and practices, particularly around sustainability and the circular economy, seamlessly align with ours as a destination.  Sitting comfortably alongside an enclave of well-established names such as Carhartt, RAINS and Farah, all on Earlham Street, the addition of L’Estrange bolters our position as a leading menswear provider and puts Seven Dials at the forefront of trend-led retail, especially as the industry starts to recover post-lockdown.” 

“This particular deal is a great milestone for us as we continue to diversify the destination, and demonstrates Seven Dials’ ability to evolve and nurture emerging brands from pop-up sites to long-term bricks and mortar homes.”

Tom Horne, Co-founder and Director of L’Estrange added: “Seven Dials has historically played a pivotal role in the growth of our business, so it is a pleasure to launch a permanent site here following our successful pop-up showing on Neal Street. Although it has been a challenging year for retail, the pandemic has accelerated the drive towards more thoughtful consumption, which is a core element of our label. We are be working with a retail destination that both supports our values as a retailer, and places us amongst so many like-minded brands.” 

L’Estrange also joins a number of recent international retail entrants including Nudie Jeans, RAINS, and Kompanero, many of which selected the destination for flagship and key concept sites.

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