Seven Dials up the pace with Fashercise debut
Fashercise, the successful activewear e-commerce label, has selected Seven Dials for its first UK store. Launching at 46 Monmouth Street this summer, the 650 sq ft space marks the evolution of the digitally native brand into a specialist concept store in London’s West End.
Headed by solo female entrepreneur, Alexandra Vanthournout, the debut location in Seven Dials will stock a range of sought-after inclusive activewear. With leading brands such as Khloe Kardashian’s Good American, the store will utilise on-trend Klarna’s flexible payment system. Beginning life as an online business, Fashercise ventured into pop-ups before choosing Seven Dials to launch their permanent bricks and mortar site. This flagship store will host regular brand takeovers and primarily be an experiential space for their core brands.
Sam Bain-Mollison, Head of Retail at Shaftesburysaid: “Fashercise is an on-trend emerging brand, led by a solo female entrepreneur, and is a natural fit for Seven Dials with our existing mix of relevant wellness tenants. For a brand who wants to make their mark with their first flagship store, Seven Dial’s offers an exciting destination to transition from e-commerce to physical retail, within the heart of London’s West End.”
Alexandra Vanthournout, Managing Director of Fasherciseadded: “We selected Seven Dials for our first permanent store because we wanted an attractive high-footfall location to display our fantastic activewear labels for our loyal customers to discover in person. The space will combine the choice of e-commerce with the experience of physical retail and will offer Seven Dials visitors complete brand takeovers, including trunk shows, hosting talks and running clubs with wine at the finish line.”
Fashercise will join the Seven Dials community alongside recently opened debut stores for Away, BLOCH and Indian luxury leather goods brand, Nappa Dori, on Monmouth Street.
JLL and Nash Bond represented Shaftesbury. Fashercise dealt direct.
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Notes to Editors
Shaftesbury owns and manages a 15.1-acre property portfolio in the liveliest parts of London’s West End. Focused on restaurants, leisure and retail in the highly popular, sought-after and prosperous locations of Carnaby, Seven Dials and Chinatown, it also includes substantial ownership in East and West Covent Garden, Soho and Fitzrovia. The portfolio comprises 599 shops, restaurants, cafés and pubs extending to 1.1 million sq. ft., 599 apartments and 0.5 million sq. ft. of offices.
We focus on the sustainable re-use of existing buildings and aim to minimise the environmental impact of our operations across the business.
We are committed to engaging and working with the community in which we operate. We align our activities and support with organisations which are active in the West End, including those which support the arts, community groups, schools and charities, and those which focus on local social issues and environmental changes.
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, pubs, and a thriving residential community. 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 Sundial Pillar. Combined with two luxury hotels, five theatres, two private members clubs, a large number of apartments and offices, Seven Dials is a unique retail and leisure destination in the heart of London.