Menswear retailer Wax London has opened its latest store in its hometown at 45 Neal Street, Covent Garden.

At 975 sq ft, it’s over double the size of both the brand’s Berwick St  store in Soho and its Spitalfields location. And there’s more to come with the company saying it has “further deals in the pipeline for London and key UK cities” in 2025.

The Neal Street location is its third permanent UK store in London. One of those — the Berwick Street shop — wasn’t actually meant to be permanent (it was taken on a three-month deal in 2022) but is still open. 

The larger size of the Covent Garden space means Wax is able to offer the widest selection of its clothing and accessories, totalling over 1,000 units.

Co-Founder Tom Holmes said of the debut in WC2: “We are delighted that Wax has expanded to the vibrant and creative part of the city. The spirit of independence and its love of fabrics and fashion really align with the Wax London ethos. Neal St will offer our community an even more unique opportunity to experience the brand.’’

Covent Garden and neighbouring Seven Dials have increasingly become the home of independent and youth-focused brands in recent years, across both fashion and beauty. And Neal Street is one of its most important streets.