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Patagonia to open flagship store in Covent Garden


Californian outdoor apparel retailer Patagonia has announced that it will be opening its first UK flagship store in the historic shopping area of Covent Garden in London.

The 2,500 sq ft store will open this summer following the success of its first UK store in the peak district, where it teamed up with British outdoor products manufacturer Outside.

Patagonia stores in the US traditionally use historic sites and preserve the integrity of the building they take over.

This will very much be the case with the new London store which will be situated in the old Watney Combe and Reid brewery, the birthplace of the popular local beer Watney’s Red Barrel.

Patagonia and Outside are working closely with architects to ensure that the historical aspects of the site are taken in to account.

Robert Cohen, Patagonia’s VP of Global Retail commented: “We want our stores to be gifts to their communities. Because we’re trying to create a living, breathing version of the brand, we view the building as much a part of the story as the products inside”

Following the success of competitor Go Outdoors, who not only announced record sales last year but last week it revealed it was opening new stores of its own.

Patagonia’s European Marketing Manager, Jonathan Petty adds; “The owners of Patagonia, Yvon and Malinda Chouinard, have for many years wanted to open a London store.

“We’re very excited to be opening in one of Europe’s premier cities, and hope this will continue to drive the fantastic momentum the brand currently has in Europe.”

Published on Thursday 10 February by Editorial Assistant

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