K-Way signs for new store in Covent Garden’s Seven Dials

Shaftesbury Capital has announced the signing of K-Way, the premium French outerwear brand, for a second store within the portfolio, set to open in Covent Garden’s Seven Dials neighbourhood at 19 Earlham Street in October.

Already established on Carnaby Street in Soho, the new c.1,200 sq ft Earlham Street store marks the next stage in K-Way’s UK expansion, representing its third standalone store in the country. The decision to open a second location within Shaftesbury Capital’s portfolio underlines Covent Garden’s position as one of London’s most sought-after retail destinations, known for its curated mix of premium international names, independent concepts, and flagship brand experiences.

Founded in 1965 and renowned for its category-defining packable waterproof windbreaker jacket, K-Way has moved from strength to strength, blending urban fashion with technical outerwear. Alongside its classic windbreakers, K-Way offers a wide variety of jackets, fleeces, and apparel for men, women, and children, and frequently partners with high-end fashion and streetwear brands, such as Fendi, Saint Laurent, Ami Paris, Kappa, and Universal Works.

William Oliver, Director of Retail & Restaurant Leasing at Shaftesbury Capital, said: “The strength of our portfolio lies in the distinct character of each of our neighbourhoods and our long-term approach to curating a mix of brands that enhances these destinations. K-Way has already established a strong presence on Carnaby Street, and its decision to open a second location with us in Covent Garden reflects both the appeal of the neighbourhood and the confidence brands have in our stewardship of London’s West End.”

Lorenzo Boglione, CEO of the BasicNet Group, also commented: “The opening of our third K-Way monobrand store in the UK marks another important milestone in our strategy to strengthen the brand’s presence in one of Europe’s most dynamic retail markets. Following the successful openings on King’s Road in 2025 and Carnaby Street in 2026, Covent Garden was a natural next step: one of the city’s most iconic destinations, renowned for its shopping, culture and international visitors. As we continue to expand our retail network, our goal is to offer an immersive brand experience that fully expresses K-Way’s heritage, innovation and contemporary lifestyle vision.”