- Huw Hughes
-
|
Vans has kicked off its UK retail transformation with the official
opening of its new boutique store at 5-7 Neal Street, the first of its kind
in Europe.
The new 4,359-square-foot concept store spans two floors and stocks a
premium selection of the VF Corp-owned brand’s footwear, apparel and
accessories, including Vault by Vans and its latest collaboration with designer Vivienne
Westwood.
Designed by the Vans in-house team, the store pays tribute to the
brand’s “creative expression” featuring a dedicated activation space in the
basement set to house a variety of installations, workshops and events.
Commenting on the new opening in a statement, Diego Baronchelli, vice
president direct to consumer, Vans, said: “We are very excited about our
retail transformation coming to life in London, we aim to provide shoppers
with a much needed differentiated and authentic consumer experience. Covent
Garden, being home to London’s most iconic stores, seemed like the perfect
place for the first Boutique store in Europe. The Covent Garden Boutique
store will be followed by the opening of Vans’ first store on Oxford Street
and a series of store re-fits, including Vans Carnaby Street.”
Simon Taylor, property director at the Mercers’ Company, added: “We are
always looking to work with pioneering brands at the forefront of the
retail industry and Vans’ exciting new Boutique concept fits in seamlessly
amongst the fashion-forward retailers in Covent Garden. The brand’s
selection of our Neal Street unit to kick start their transformation
showcases the popular and successful status that the Mercers’ Estate holds
as a leading retail destination, and we look forward to welcoming the array
of creative activations within their exciting event space.”
The opening follows the recent news that New York-based dance shoe brand LaDuca officially opened its first UK site in Covent Garden.
Photos courtesy of the brand
