Saint + Sofia has stepped into omnichannel with the digitally native womenswear brand opening its debut bricks and mortar store in Covent Garden’s ever-popular Seven Dials neighbourhood.

Located at 35 Monmouth Street, the independent London-based fashion house is the latest brand to select the destination for its first-ever store, joining Covent Garden’s extensive roster of physical debuts.

After building significant commercial success online, Saint + Sofia makes its entrance to physical retail with a 1,600 sq ft flagship store.

Designed to be “an intimate boutique shopping experience”, the store delivers a curated selection of womenswear and accessories, including handbags and footwear.

Special previews of new collections and store-unique products are available. Items are refreshed weekly, “creating a highly exclusive offer”, it noted. 

Customers are also able to book personal styling sessions, delivered with complimentary champagne.

Developed by the in-house creative team, the interior of Saint + Sofia’s store is positioned as a “home away from home”. Taking inspiration from neo-classical décor, the space features pieces from Clarendon Fine Art and furniture from Soho Home, “coming together to create a comfortable, luxurious boutique”. 

And as part of the bespoke experience, the store will also host a calendar of in-store events and talks “that celebrate design, music and creativity”.

William Oliver, Retail Leasing director for the area’s landlord, Shaftesbury Capital, said: “Covent Garden’s Seven Dials neighbourhood has seen incredible momentum, Saint + Sofia is the latest example of an innovative digitally native brand choosing this neighbourhood for their debut UK physical store. 

“We are committed to evolving the neighbourhood’s offer, partnering with independent and global brands that are making their bricks and mortar debuts. Each is unique in offer but come together as a collective to represent the innovative vision we have for the destination.”

Saint + Sofia adds to Seven Dials’ evolving line-up of debuts from innovative brands, including the recently opened Axel Arigato flagship, which marked its entrance to the UK, as well as a new heritage concept store from British lifestyle brand, Barbour, and the launch of sustainable menswear retailer NN.07’s first standalone space.