Ellesse opens in London's Seven Dials

By

Sandra Halliday

Published
Dec 4, 2017

Ellesse became the latest major brand to open a store in busy lifestyle hub Seven Dials at the weekend with the location offering both its heritage and new collections. It’s also its first European store with the brand having previously focused on the Asia Pacific region.

Seven Dials is an increasingly popular location for brands looking to open in central London but not going for the obvious West End or Knightsbridge shopping hubs.

Adjacent to Covent Garden, its luxury profile is on the rise but it also retains its appeal for quirky and independent brands. This interesting mix and its wealth of historic buildings have made it a key stop on the London tourist trail for any visitors interested in shopping.

Ellesse was founded in Italy 58 years ago but is now owned by UK-based Pentland Group. Its name developed from the initials letters of founder Leonardo Servadio’s name.

An Ellesse spokesperson told Fashion Network that it “has been looking for the right retail space for some time now to showcase the brand. As soon as this opportunity presented itself, it was easy to make the decision. Covent Garden/Seven Dials, is an extremely popular area with a number of recognised brands.” That allows it to target London visitors in a presumably-more-affordable space than the West End would permit, additionally giving it the space to share the brand story and showcase exclusive collections. 

The company has also chosen to open at a time when the sport lifestyle trend of which it was an early pioneer is arguably the driving trend in fashion. 

Marc Greene, Brand Director, said: “2017 has been a fantastic year globally, and the opening of the store in Seven Dials  is a perfect way to bring in 2018. This is the first store outside of Asia Pacific and represents a true statement of intent from the brand - we aim to immerse all visitors in the fascinating history of Ellesse.”