The retail magnet that is London’s Covent Garden continues to draw big names. Operator Shaftesbury Capital has announced two new signings on James Street with the opening of a UK flagship store for lifestyle and performance footwear/apparel brand Saucony, and for Swiss watchmaker Swatch.
Image: Soucony
The signings “play a crucial role in further strengthening James Street, one of Covent Garden’s leading retail hubs and a key gateway to the neighbourhood”, the West End landlord emphasised.
Saucony has signed up for a James Street flagship space, spanning 3,695 sq ft over two floors, serving as the hub for the brand’s lifestyle and run collections, “offering more than just retail”.
That means it’s designed as a functional space, featuring dedicated areas for events, product launches and collaborations.
The store will also introduce an interactive running machine experience, along with its range of run, lifestyle footwear and apparel for men and women.
With Covent Garden increasingly becoming a centre for premium performance-wear, Saucony joins the likes of Arc’teryx, Peak Performance, HOKA and Alo Yoga in the immediate area.
Cameron Black, VP/GM at Saucony EMEA, said: “This immersive, two-floor space will be more than just a retail destination. It will be a dynamic hub for runners and sneaker lovers alike. Designed for community and connection, expect interactive experiences, exclusive drops and unmissable events. This is where running and culture come to life.”
Swatch, meanwhile, will be relocating from its current space on James Street to a larger unit there. The 1,400 sq ft store is set to open in May and will offer over 500 different watches.
The brand will add to the neighbourhood’s roster of leading watch names, including Hublot, Omega, Tissot and Longines.
