Warm & Wonderful opens Seven Dials pop-up

By

Nigel TAYLOR

Published
Oct 26, 2021

London Covent Garden’s Seven Dials continues to attract independent niche retail brands and the latest to arrive is Warm & Wonderful.

The British heritage knitwear company has actually made a return with the brand, best known for its red sheep sweater worn by a host of 80s icons, including Princess Diana and David Bowie, opening a pop-up store. Located at 55 Monmouth Street, the 500 sq ft temporary store is its first physical location in three decades.

And on the back of the brand’s recent renaissance, the store opening coincides with its first e-commerce site launch.

The opening will feature a new collection that includes an undated sheep sweater in multiple exclusive colours, debut children's sweaters, and a range of apparel and accessories, including fleece jackets, pyjamas, knitted scarves and beanies.

Joanna Osborne, co-founder of Warm & Wonderful, said: “This is a significant opening for our brand. We chose Seven Dials as it is situated in the midst of like-minded shops and therefore customers, making it the perfect destination for our latest collection. The fact it is just a stone’s throw away from our original market stall makes it all the more special for us.”

Samantha Bain-Mollison, Retail Director at Seven Dial’s owner/operator Shaftesbury, added: “Warm & Wonderful picking Seven Dials for their first store in 30 years is fantastic news. The concept of the brand and its emphasis on authenticity is also reflected throughout Seven Dials as a destination and the offer will resonate amongst the Seven Dials community.”