Activewear e-commerce label Fashercise has selected Seven Dials for its first ever UK store, opening at 26 Monmouth Street this summer.
The 650 sq ft space marks the evolution of the digitally native brand in to a specialist concept store in London’s West End.
Headed by solo female entrepreneur, Alexandra Vanthournout, the new shop will stock a range of sought-after inclusive activewear, with leading brands such as Khloe Kardashian’s Good American. The store will also utilise on-trend Klarna’s flexible payment system.
Alexandra Vanthournout, managing director of Fashercise, says: “We selected Seven Dials for our first permanent store because we wanted an attractive high-footfall location to display our fantastic activewear labels for our loyal customers to discover in person.
“The space will combine the choice of e-commerce with the experience of physical retail and will offer Seven Dials visitors complete brand takeovers, including trunk shows, hosting talks and running clubs with wine at the finish line.”
Beginning life as an online business, Fashercise ventured into pop-ups before choosing Seven Dials to launch its permanent bricks and mortar site. The flagship store will host regular brand takeovers and primarily be an experiential space for its core brands.
Samantha Bain-Mollison, head of retail at landlords Shaftesbury, adds: “Fashercise is an on-trend emerging brand, led by a solo female entrepreneur, and is a natural fit for Seven Dials with our existing mix of relevant wellness tenants.”
Read more about the retail line up at Seven Dials in our master database of fashion The Intelligence.