Pineapple, the iconic clothing and dancewear brand, has relocated its UK
flagship store to a more “prominent position” at 8 Mercer Walk, directly
opposite the Pineapple Dance Studio.
The brand’s new 700 square foot store features its clothing line for
women and girls, including activewear, seasonal collections, and a range of
accessories and footwear.
Founded by owner and chief executive, Debbie Moore in 1979, Covent
Garden has been home to Pineapple Dance Studios and its official clothing
brand, this year marks the 40th anniversary of the legendary studios. As
part of the move, the brand has revealed it will focus on investing and
improving its digital engagement strategy.
Moore, said in a statement: “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 is authentic skate inspired
trainer brand, Vans, which has signed up to a new 4,000 square foot store
on Neal Street. The brand is to open a new boutique format concept store
this spring that will include new product display and in-store experience
for visitors.
In addition, Boots, will open a 28,000 square foot store at 110 Long
Acre directly opposite Covent Garden Tube station. The new store will be
the brand’s ‘store of the future’, showcasing new technology in health and
wellbeing, with a premium cosmetics hall on the ground floor.
Simon Taylor, property director at The Mercers’ Company, said in a
statement: “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.”
Images: courtesy of The Mercers’ Company
