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Odd Muse opens its first permanent pink flagship in Covent Garden

Chloe Burney
17 November 2023

After trialling several successful London pop-up shops, Odd Muse, the slow-fashion e-tailer, is opening its first-ever permanent flagship store in Covent Garden.
The baby pink shop front, situated at 44 Monmouth Street, will be open to the public from 18 November. With a space that reflects the brand's 'elegant and modern aesthetic', customers are welcomed into the world of Odd Muse.

After the success of Odd Muse's latest pop-up store in Covent Garden, it was apparent that customers were ready for the e-commerce brand to have a permanent physical presence.

Visitors will be able to shop the latest collections as well as best-selling styles, such as crisp blazers and pearl-adorned dresses. Next-day click and collect is also available for a seamless shopping experience.

Aimee Smale, Founder of Odd Muse London, commented: “We are delighted to open our permanent physical store in Covent Garden, bringing the world of Odd Muse to life. This exciting milestone allows us to connect on a deeper level with our customers, providing them with a captivating shopping experience and personal service. We look forward to welcoming our loyal customers to discover our latest collections and iconic pieces in person.”

Founder Aimee Smale launched Odd Muse in September 2020, after leaving a two-year career in the buying office at ASOS. With her label, the aim was to bridge the gap between fast fashion and unattainable luxury.

Just three months after its launch, the company hit six figures. Since then, in the short span of two years, it has turned over seven figures and boasts a social reach of over 350,000 people.

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