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Pineapple relocates to more prominent Covent Garden store

Alice Ierace
04 April 2019

The iconic clothing and dancewear brand Pineapple, renowned for its long association with Covent Garden, has relocated its UK flagship store to a more prominent position at 8 Mercer Walk, part of The Mercer’s Company’s estate.

Now situated directly opposite the Pineapple Dance Studio, the brand’s 700 sq ft store features its famous clothing line for women and girls, including activewear, seasonal collections, and a range of accessories and footwear. As part of the move, the brand has revealed it will focus on investing and improving its digital engagement strategy.

Debbie Moore, Owner and CEO of Pineapple Dance Studios, said: “Our location means a great deal to me as it is embedded in the heritage of the Pineapple brand. Therefore, staying in this area was an obvious choice, especially since Covent Garden is the centre of dance in London, and has grown to be such a thriving retail destination over the last forty years. We are thoroughly excited to welcome visitors to our new store on Mercer Walk.”

Vans and Boots and also joining Pineapple’s relocation; with the three new stores totaling over 32,000 sq ft. Vans, the authentic skate inspired trainer brand, has signed to take a new 4,000 sq ft store on 5-7 Neal Street, Covent Garden, opening in the spring and Boots, located at 110 Long Acre directly opposite Covent Garden Tube station, will feature 28,000 sq ft and will be the brand’s “store of the future”, showcasing the new technology in health and wellbeing.

Simon Taylor, Property Director at The Mercers’ Company, commented: “Over the years, Covent Garden has transformed as a destination and Pineapple’s following has played great tribute in evolving the area as a prime retail destination. The brand’s heritage is rooted within the arts industry and continues to be is a significant footfall driver for the estate.

“Vans and Boots are two additional fantastic retailers we are also proud to home on both Neal Street and Long Acre. Both offer unique concepts to the high volume of visitors that come to Covent Garden. The choice of The Mercers’ Estate for all three of these brands, alongside some key retailer openings throughout 2018, reflects our full commitment to invest in this area of London and cements our position as a leading retail destination.”

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