Shaftesbury has announced that realbuzz, the independent performance leisure and fitness brand, has selected Seven Dials to launch a 3,000 sq ft store.

The Seven Dials realbuzz concept store will be the first in London’s West End and feature a range of unique elements such as interactive screens, in-store health and fitness classes and educational ‘zones’ to further enhance the customer experience.  realbuzz will open its doors for the first time in April and is part of the brands UK expansion plans.

Commenting on the news, Sam Bain-Mollison, Head of Retail at Shaftesbury, said: “realbuzz is an exciting brand for Seven Dials and we are thrilled they have selected Neal Street to launch their London store.  Youth fashion, now heavily influenced by sportswear, continues to grow and realbuzz and the brands they feature, specifically caters to that market.  Located alongside Ellesse, Nixon, Urban Outfitters and Vans, realbuzz creates a set of complementary brands for Seven Dials’ visitors especially focused on this trend.”

Paul Eaton, Chief Marketing Officer at realbuzz, added: “Making an entrance to the London market is an important next step for us and we’re very excited to be creating a concept store in Seven Dials.  Its reputation and high footfall, which is sustained well into the evening, attracted us to this location and will provide great exposure and visibility for our brand – and our brand partners – in the heart of London’s West End.  Whether our customers want to look good in the gym, own the latest fitness accessories, or wear the highest quality footwear for their next training run or event, we will ensure their realbuzz experience is one to enjoy.”

In the last six months, Seven Dials has welcomed SONOS’ first UK store located at Earlham Street and recently launched the Ellesse European flagship store in December.

JLL and Nash Bond represented Shaftesbury.  Metis acted for realbuzz.

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