International beauty and skincare umbrella brand, DECIEM, has today unveiled their first store in the UK for its subsidiary brand, NIOD, at 73-75 Monmouth Street in Seven Dials.
Operating as a dual-fascia, it is the first physical location for NIOD, an innovative range that pushes the limits of science in skincare. Standing for ‘non-invasive options in dermal science’ and described as ‘skincare for the hyper-educated’, NIOD shares the 1,265 sq ft unit with parent brand, DECIEM.
Store design and construction was carried out by DECIEM’s in-house team and features custom built units showcasing the full NIOD range. In-store DECIEM ambassadors are available to talk Seven Dials customers through the brand and build custom regimens according to specific skin concerns.
Commenting on the opening, Sam Bain-Mollison, Head of Retail at Shaftesbury, said: “The launch of NIOD at Seven Dials is UK debut store for the area. It joins the wide range of international brands who operate specialised, boutique stores only available at Seven Dials and all benefitting from the central location, in the heart of London’s West End.”
The new store neighbours popular brands such as Dinny Hall, Le Labo, and Larsson & Jennings.
JLL and Shackleton acted for Shaftesbury. DECIEM was represented by CBRE.
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Notes to Editors
Shaftesbury PLC is a Real Estate Investment Trust, which invests exclusively in the liveliest parts of London’s West End. Our objective is to deliver long-term growth in rental income, capital values and shareholder returns.
Focused on restaurants, leisure and retail, our exceptional portfolio extends to around 15 acres, clustered mainly in Carnaby, Seven Dials and Chinatown, with substantial ownerships in east and west Covent Garden, Soho and Fitzrovia.
Our proven management strategy is to create and foster distinctive, attractive and prosperous locations. It is implemented by an experienced management team with an innovative approach to long-term, sustainable income and value creation, and a focus on shareholder returns. We have a strong balance sheet with conservative leverage.
Seven Dials is home to 95 shops, including international flagships and concept stores, renowned beauty and grooming salons as well as over 90 vibrant cafes, restaurants, bars and pubs. The area comprises of Monmouth Street, Earlham Street, Neal Street, Shorts Gardens, Neal’s Yard, Endell Street, Shelton Street, Mercer Street and the Seven Dials monument. Combined with two luxury hotels, five theatres, two private member’s clubs, a large number of apartments and offices, Seven Dials is a unique retail and leisure destination in the heart of London.