Clothing And Skateboards Roll Into Covent Garden
US skate brand Element has put pen to paper on a 2,816 sq ft flagship in central London, its first-ever standalone store in the UK. The outlet, located in the Seven Dials district of Covent Garden and due to open by the end of 2014, will stock clothing, footwear and accessories across three floors. In addition to wearable pieces, Element’s own range of skateboards will also be housed in the shop, sold alongside add-ons such as bearings, trucks and wheels. Expansion is not thought to effect existing deals with UK stockists, which include ASOS, Schuh and Two Seasons. A move into the retail space, formerly occupied by outdoor brand Berghaus, could see Element sign up to discount shopping events such as future versions of the Carnaby Style Night, due to take place next month. It follows a spate of recent pop-up and permanent openings in the area from the likes of Franklin & Marshall, Walker Slater and Opening Ceremony. Founded in the US in 1992 by Johnny Schillereff, Element’s new flagship is the latest addition to a line-up of major city stores which includes New York, Paris, Tokyo and Melbourne. The UK store is expected to open in December this year. Meanwhile the brand continues to sell via its transactional website. Typical price points range from €15 (£12) for accessories €20 (£16) for t-shirts and €100 (£80) for outerwear.
Element UK Flagship Store Details
Address: 13 Shorts Gardens, Covent Garden, London, WC2H 9AT
Element Brand Story Video