Route One opens first London store in Seven Dials with limited-edition offering

Landlord Shaftesbury has announced that multi-brand streetwear and skate retailer, Route One, has made its debut in the capital at 47-49 Neal Street in Seven Dials.

The new 2,000 sq ft space within the iconic West End neighbourhood coincides with the debut inclusion of skateboarding in this year’s Summer Olympics in Tokyo.

Route One in Seven Dials will stock over 100 skate and streetwear brands including Nike SB, Vans, Adidas, Huf, RIPNDIP, Polar, Santa Cruz and Thrasher, together with Route One’s own cult label.

The store also serves as a new destination for Route One’s ‘Launches’: a stand-alone section of the brand’s website and app dedicated to bringing customers the latest limited-edition sneaker releases.

Commenting on the signing, Samantha Bain-Mollison, Retail Director at Shaftesbury, said: “To be welcoming the debut London site for Route One is fantastic for Seven Dials. The retailer’s independent spirit and focus on experience aligns well with our own ethos as a destination, and we’re confident that Route One’s offering will resonate amongst the Seven Dials community as successfully as it has in other parts of the UK. We look forward to seeing the hype which the store’s limited-edition drops and exclusive vault is sure to spark.”

Richard Boissevain, Owner and Co-Founder of Route One, added: “While we have considered opening a store in London for some time, this space in Seven Dials really stood out to us due to the precinct’s strong retail reputation and notoriety as a hub for the wider London skate community. Route One has established a loyal following in the capital, so it is fantastic to launch in such a prime location of the city and grow this online community through our one-of-a-kind store experience.”

Route One joins several recent retail entrants to Seven Dials, including cult menswear brand L’Estrange, who have recently relocated from a pop-up space to a permanent bricks and mortar home on Earlham Street.

L’Estrange Co-Founder Tom Horne and Shaftesbury retail director Samantha Bain-Mollison recently spoke to Lauretta Roberts, editor in chief of TheIndustry.fashion about how the landlord and brand worked together on making physical retail a success.