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UNIQLO to open joint store with Theory in Covent Garden on 27 April

Lauretta Roberts
28 March 2023

Having debuted a flagship joint UNIQLO and Theory store on London's Regent Street last spring, Fast Retailing is to open another joint-fascia store in Covent Garden next month.

The 1,450sqm store spans three floors and features entrances on both Long Acre and Floral Street. Housed in a Grade II listed former carriage hall with distinctive architecture, including a vaulted glass atrium and open courtyard, it will focus on experience-led features for customers such as the RE.UNIQLO Studio repair service, UTme!, where customers can personalise designs, and UNIQLO UK’s first cafe in store.

Some 113sqm will be dedicated to Theory, the premium brand which was founded in the US and focuses on modern wardrobe essentials. The opening will mark the fourth store for Theory in the UK.

“It’s an honour to be opening in an area of London with such cultural and retail heritage and continuing to expand our UK presence in important retail locations. With such a strong footfall from both Londoners and tourists, we look forward to offering LifeWear to both new and existing UNIQLO customers,” said Alessandro Dudech, COO of UNIQLO UK.

The opening is the latest showcase of UNIQLO's new approach to localised retail whereby it the Japanese brand partners with local artisans, services and institutions to create a unique experience in each store.

For Covent Garden customers will be able to shop a special UTMe! collaboration with renowned London institution Transport for London (TfL), featuring designs including TfL's iconic roundel and designs inspired by heritage posters.

Ellen Sankey, Brand Licensing Manager at TfL said: “We are delighted to be working with UNIQLO on this exciting UTMe! range which will allow customers to add their own creative flair with our heritage designs. London Underground celebrates its 160th birthday this year and the roundels and artwork that have adorned the walls of our Tube network are as much a part of that history as the transport itself. We’re looking forward to people representing themselves and London in their UTMe! pieces inspired by the Tube.”

The 2nd floor gallery will be home to UNIQLO UK’s first tearoom in store, for this it is partnering with London based Japanese tearooms Katsute100 to offer customers Japanese-inspired refreshments in its café and outside terrace.

It is also partnering with South East London florist, JamJar Flowers to create floral displays inspired by the historic Covent Garden flower market alongside a pop-up of products available to buy in the Courtyard.

The new store opening follows the Battersea Power Station Store that opened in October 2022 and will take the total number of UNIQLO stores in the UK to 17.

Main image: UNIQLO SS23


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