Vans opens Covent Garden concept store as it works to transform UK retail ops

By

Sandra Halliday

Published
Oct 10, 2019

Vans has kicked off what it’s describing as its “UK retail transformation” with the official opening of its brand new boutique store at 5-7 Neal Street, which is “the first of its kind in Europe”.

The store, which is part of The Mercers’ Company property estate, covers two floors and spans 4,359 sq ft, carrying a premium selection of footwear, apparel and accessories from the VF Corp-owned brand, including Vault by Vans and its latest collaboration with Vivienne Westwood.

The Boutique also “champions its ‘Off The Wall’ ethos”. Designed by the company’s in-house team, it features a dedicated activation space in the basement that will house a variety of installations, workshops and events.

The company’s VP of Direct To Consumer, Diego Baronchelli, said the brand aims to provide shoppers “with a much needed differentiated and authentic consumer experience. Covent Garden, being home to London’s most iconic stores, seemed like the perfect place for the first Boutique store in Europe. The Covent Garden Boutique store will be followed by the opening of Vans’ first store on Oxford Street and a series of store re-fits, including Vans Carnaby Street.”

As can be seen, it’s part of a major focus on the UK market by the label, with its Oxford Street plans seeing it taking over the former Miss Selfridge flagship close to key destination stores Nike and Topshop/Topman.

Simon Taylor, Property Director at the Mercers’ Company, added: “We are always looking to work with pioneering brands at the forefront of the retail industry and Vans’ exciting new Boutique concept fits in seamlessly amongst the fashion-forward retailers in Covent Garden. The brand’s selection of our Neal Street unit to kick start their transformation showcases the popular and successful status that the Mercers’ Estate holds as a leading retail destination, and we look forward to welcoming the array of creative activations within their event space.”