Cornwall’s sustainable clothing company, Finisterre, has expanded its retail presence with a new flagship store in Covent Garden, London. This latest outlet at Neal Street is now the largest in the brand’s portfolio of 11 UK stores.
Following notable success in the Seven Dials area, the move to upsize by 80% reflects Finisterre’s ongoing growth and its confidence in the location, supported by its partnership with Shaftesbury Capital.
Visitors to the store will find a comprehensive selection of Finisterre’s products, including everyday clothing for men and women, alongside innovative performance gear like wetsuits and swimwear.
The new space serves multiple functions; it houses Finisterre’s third in-store ‘Lived and Loved’ repairs workshop and includes a relaxation area equipped with coffee and a record player. Remarkably, the space is also designed to transform into a 50-seater cinema. This adaptability underlines Finisterre’s goal to build a vibrant community hub, hosting events such as yoga classes, outdoor gatherings, and film nights.
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The store also pays homage to surf culture, featuring an installation that includes boards from notable surfboard shapers like Markie Lascelles of Cord Surfboards and Hugh Brockman of BOS Surfboards, as well as works from Australian shaper Josh Keough.
Tom Kay, the founder of Finisterre, shared his views on this development. “The open layout and increased size of the store will give our customers the ability to engage with the full product range in one place. It also means that we can run a wider events programme to better cater to our growing community in the capital, enabling more people to get involved in our ocean film screenings, talk nights, and live music,” he said. Kay highlighted the strategic decision to remain in the Seven Dials area, appreciating the strong community bonds and active engagement present there.
The previous Finisterre store on Earlham Street closed on 12 May 2024, making way for this new venture. The opening will be marked by a ticketed in-store party on 23 May and a launch weekend from 18 May.
Location: 47-49 Neal Street, WC2H 9PJ, Covent Garden, London.
