London-based contemporary womenswear brand Saint + Sofia, which was founded as an online only business in 2020, has opened its first store at 35 Monmouth Street in Covent Garden’s Seven Dials.
The 1,600 sq ft flagship, developed by the brand’s in-house creative team, has been designed to give an “intimate boutique shopping experience”, showcasing a carefully curated selection of womenswear and accessories, including handbags, footwear and jewellery.
Special previews of new collections and store exclusive products are available, with refreshes on a weekly basis. Customers are also able to book personal styling sessions, complete with complimentary champagne.
Described as “a home away from home”, the store design takes inspiration from neo-classical décor. It features pieces from Clarendon Fine Art and furniture from Soho Home.
Dessislava Bell, Founder and CEO of Saint + Sofia, said: “Covent Garden is the ideal location for our first store, particularly as this is our home city. We’re so excited to offer our customers, both new and existing, a memorable experience in-store -delivered by our team of expert stylists.
“After four years of offering this experience online, we’re so thrilled to be able to open a physical space in Covent Garden’s Seven Dials, which is one of the most exciting retail locations in Europe.”
William Oliver, Retail Leasing Director at London landlord Shaftesbury Capital, added: “Covent Garden’s Seven Dials neighbourhood has seen incredible momentum, Saint + Sofia is the latest example of an innovative digitally native brand choosing this neighbourhood for their debut UK physical store.
“We are committed to evolving the neighbourhood’s offer, partnering with independent and global brands that are making their bricks and mortar debuts. Each is unique in offer but come together as a collective to represent the innovative vision we have for the destination.”
As part of the “bespoke experience”, the new store will host a calendar of in-store events and talks that celebrate design, music and creativity.
The opening of Saint + Sofia follows the announcement that Swiss watchmaker Longines has selected Covent Garden to be the location of its second London boutique. The brand is to open at 6 James Street later this year, taking 1,000 sq ft of space to spotlight its selection of premium timepieces.
