Located in the heart of London, Patagonia has opened its first UK Flagship store in Covent Garden in time for the launch of its autumn / winter 2011/12 collection. The store will showcase the full Patagonia offering from core technical alpine and ski/snowboard products, to Patagonia’s lifestyle range and the new footwear collections.
This is a partner store in collaboration with Outside, who successfully opened Patagonia’s Hathersage store in the Peak District and continue to be passionate supporters of the brand. As with all Patagonia stores, the Covent Garden space was
selected in keeping with Patagonia’s retail brief, to use historic sites and to preserve the integrity of the building. This is certainly the case in Covent Garden, whereby this listed location was formally part of the Watney Combe & Reid brewery, founded in
1837, which produced the popular Watney’s Red Barrel beer. Furthermore, the basement of the premises formally housed the fruit and vegetables, which were stored ready for the Covent Garden market. Patagonia and Outside intend to work collaboratively with the architects to ensure sensitivity when working with the historical aspects of this unique space, which they hope will in turn be enhanced by the bespoke fixtures and fittings which are to be sourced.
Robert Cohen, Patagonia’s VP of Global Retail comments; “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.”
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” The store opens September 2011.