Pineapple enjoys a fruitful relocation with The Mercers’ Company

Pineapple, the iconic clothing and dancewear brand renowned for its rich 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. 

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Now situated directly opposite 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. Founded by Owner and CEO, Debbie Moore in 1979, Covent Garden has been home to Pineapple Dance Studios and its official clothing brand, and in line with the relocation of the clothing store, this year marks the 40thanniversary of the legendary Pineapple Dance Studios. 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, commented:“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.” 

Joining Pineapple within the Mercer’s Estate are both Vans and Boots; 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.  The Vans concept store, will be a boutique format, including a new product display and in-store experience for visitors. Boots, located at 110 Long Acre directly opposite Covent Garden Tube station, will feature 28,000 sq ft and be the brand’s ‘store of the future’, showcasing the new technology in health and wellbeing.  The premium cosmetics hall in the ground floor includes the best in class beauty brands; such as No7, Liz Earle and Soap and Glory. Both are opening in the summer. 

Simon Taylor, Property Director at The Mercers’ Company, Commented on all the trio of brands:“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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The three brand deals join a successful line up of UK and international brands on Neal Street and Long Acre under The Mercers’ Company ownership including US sock brand, Stance, who has revealed its plans to commit to a five-year lease with The Mercers’ Company. The 2,000 sq ft store, located at 3 Neal Street, spans two floors and features the label’s sock and underwear collections, as well as its unisex T-shirt range. Travel and book specialists, Stanfords launch relocated with their new London flagship and join restaurantsTemper,Maison Bab andKebab Queen,the new concept by Maison Bab, in Mercer Walk.

Hanover Green Retail and JLL acted on behalf of The Mercers’ Company. CBRE acted for Vans, Savills advised Boots. Pineapple and Stance were unrepresented.


For further information, please contact Amy Cassidy or Yasemin Kiani at Aver

Notes to Editors

About The Mercers’ Company 

The Mercers’ Company is a nearly 700 year old City of London Livery Company and is first in the order of precedence. The Company, and its associated charitable trusts, make substantial grants to support young people, education, older people, churches and communities, predominantly funded through a large property portfolio, located in the City of London, and in Covent Garden in the West End of London, including a Joint Venture with Shaftesbury PLC for St Martins Courtyard.  

A network of almshouses and other homes for the elderly are also managed by the charitable trusts associated with the Company. The Company is involved with the running of 16 schools  across the country and supports them primarily through the appointment of governors. 

About Debbie Moore, OBE and Pineapple:Debbie Moore founded the Dance Studios in 1979 in a disused Pineapple warehouse in Covent Garden. Her aim was to make dance accessible to everyone, where absolute beginners could mix with professional dancers. A former model, she became the first woman to list her company on the London Stock Exchange, winning the Veuve Clicquot Business Woman of the Year Award. Inspired by the dancers’ style Debbie developed Cotton/Lycra with DuPont and was the first fashion designer to use the versatile fabric for dance and leisure fashion. Pineapple is a global fashion and lifestyle brand with strategic licencing partnerships.