Shaftesbury has announced the opening of a debut pop-up store in Seven Dials for Warm & & Wonderful, the independent British knitwear brand, a lot of well-known for its renowned red sheep sweater, notoriously used by Princess Diana, David Bowie and a host of other 80s icons.
Off the back of a recent renaissance, Warm & & Wonderful selected Seven Dials to launch its latest collection from its first physical retail area in over 3 decades accompanying its first e-commerce website launch. Found at 55 Monmouth Street, the 500 sq feet store, created in-house will stock Warm & & Wonderfuls latest collection, including the popular sheep sweatshirt in multiple unique colours, along with never seen before kidss sweaters and a series of clothing and devices, most especially fleece jackets, pyjamas, knitted headscarfs and beanies.
Joanna Osborne and Sally Muir established Warm & & Wonderful in 1979, first selling their knitted jumpers from a market stall in neighbouring Covent Garden. The brand escalated to popularity when Princess Diana appeared in one of their renowned red sheep sweaters, making Warm & & Wonderful extremely popular not only in the UK, however all over the world. The Victoria & & Albert Museum even purchased a sweatshirt to feature in their irreversible collection.
Samantha Bain-Mollison, Retail Director at Shaftesbury, commented: “Warm & & Wonderful choosing Seven Dials for their first shop in 30 years is fantastic news. The concept of the brand and its focus on credibility is likewise reflected throughout Seven Dials as the offer and a destination will resonate amongst the Seven Dials neighborhood. Sitting conveniently along with a variety of well-established independent brand names such as Astley Clarke and Experimental Perfume Club, the addition of Warm & & Wonderful will actually boost Seven Dials and puts the destination at the forefront of independent retail.”
Joanna Osborne, a Co-Founder of Warm & & Wonderful, included: “This is a significant opening for our brand. We selected Seven Dials as it is located in the midst of like-minded shops and therefore customers, making it the perfect destination for our latest collection. The fact it is simply a stones get rid of from our initial market stall makes it even more unique for us.”
Warm & & Wonderful will join the Start-Up with Seven Dials competition winner specialising in 100% licensed naturally degradable leggings, Billi London, who just recently opened on Monmouth Street.
In this manner Next acted for Warm & & Wonderful. Hanover Green, Nash Bond and Cushman & & Wakefield represent Seven Dials.
