Fashercise, the successful activewear e-commerce label, has selected Seven Dials for its first UK store. Launching at 46 Monmouth Street this summer, the 650 sq ft space marks the evolution of the digitally native brand into a specialist concept store in London’s West End.
Headed by solo female entrepreneur, Alexandra Vanthournout, the debut location in Seven Dials will stock a range of sought-after inclusive activewear. With leading brands such as Khloe Kardashian’s Good American, the store will utilise on-trend Klarna’s flexible payment system. Beginning life as an online business, Fashercise ventured into pop-ups before choosing Seven Dials to launch their permanent bricks and mortar site. This flagship store will host regular brand takeovers and primarily be an experiential space for their core brands.
Sam Bain-Mollison, Head of Retail at Shaftesbury said: “Fashercise is an on-trend emerging brand, led by a solo female entrepreneur, and is a natural fit for Seven Dials with our existing mix of relevant wellness tenants. For a brand who wants to make their mark with their first flagship store, Seven Dial’s offers an exciting destination to transition from e-commerce to physical retail, within the heart of London’s West End.”
Alexandra Vanthournout, Managing Director of Fashercise added: “We selected Seven Dials for our first permanent store because we wanted an attractive high-footfall location to display our fantastic activewear labels for our loyal customers to discover in person. The space will combine the choice of e-commerce with the experience of physical retail and will offer Seven Dials visitors complete brand takeovers, including trunk shows, hosting talks and running clubs with wine at the finish line.”
Fashercise will join the Seven Dials community alongside recently opened debut stores for Away, BLOCH and Indian luxury leather goods brand, Nappa Dori, on Monmouth Street.