Finisterre relocates and upsizes Covent Garden store to new Neal Street flagship

Cornwall-based surfing brand Finisterre, founded by British professional surfer Tom Kay in 2003, has relocated its Covent Garden store from 7 Earlham Street to a new 2,702 sq ft flagship at 47-49 Neal Street – its largest UK store to date.

In a move orchestrated by London landlord Shaftesbury Capital, the 80% upsize will see Finisterre able to offer a much larger selection of its men’s and women’s "everyday garments" as well as its performance wetsuits, swimwear and accessories.

"The timing feels good for us to be moving our London flagship store to Neal Street in Covent Garden. The open layout and increased size of the store will give our customers the ability to engage with the full product range in one place," said Kay.

"It also means that we can run a wider events programme to better cater to our growing community, enabling more people to get involved in our ocean film screenings, talk nights and live music. Because of this, it was important for Finisterre to remain in the Seven Dials neighbourhood where there’s a great sense of community and engagement."

As well as garments that have been built to withstand the elements, artifacts built by some of the world’s most skilled surfboard shapers will also be on show in the new space.

Boards from local Cornish heroes Markie Lascelles (Cord Surfboards) and Hugh Brockman (BOS Surfboards) will form part of an installation that will be completed by the work of Australian shaper Josh Keogh.

Visitors can also expect to find brand classics like Finisterre’s best-selling fluorocarbon-free ‘Stormbird Waterproof Jacket’, alongside technical water wear such as the women’s ‘Anella’ swimsuit and men’s 2mm ‘Yulex’ shorty wetsuit – "both ideal for the city’s cold water lido action this summer".

Additionally, the store will be home to Finisterre’s third ‘Lived and Loved’ repairs workshop, as well as a 'chillout' area complete with coffees and record player. The space has even been designed to transform into a 50-seater cinema.

A full list of community events are set to be hosted at the store, including yoga classes, outdoor get-togethers and film nights.

Finisterre’s previous store on Earlham Street closed yesterday and the new store opened today, 13 May. A full weekend of launch celebrations will follow and include in-store gifting for the first 100 customers through the door on Saturday 18 May. 

To mark the opening of the new flagship, Finisterre will also be throwing a ticketed in-store party on 23 May 20"to celebrate with its fast-growing community".