STANCE TO OPEN FIRST STORE OUTSIDE OF THE US IN COVENT GARDEN, LONDON

The Mercers’ Company has announced that fast growing “premium basic” apparel brand, Stance, will be launching their first bricks and mortar store outside of the US at 3 Neal Street in early-November.

The brand will take a 2,004 sq ft unit spanning two floors, with the ground floor utilised for retail purposes and the basement level transformed into a gallery and event space due to open early in 2019. The store will be designed by an in-house team with artwork created by global athletes.

Embracing “The Uncommon Thread” as its mantra, Stance will be showcasing its popular range of products including socks, underwear and the launch of their duel-gender t-shirt range. The brand’s superior basics serve as canvases for self-expression and can be found in over 60 countries, with ten stores across America, and plans to expand their global bricks and mortar footprint.

Founded in California, Stance has amassed over 1.5 million followers on Instagram, is represented by 50 household names, including contributing creative director, Rihanna, English Rugby star, Billy Vunipola and NBA star, James Harden, with the brand being the official sock of the NBA. Stance pride themselves on being on the feet of those who dare to be different.

Shadé Fadiora, The Mercers’ Company Asset Manager said: “Stance is a remarkable brand with an impressive success story and they will be a great addition to the Mercers’ retail estate. Their decision to launch their UK debut out of the US at this location confirms that Neal Street and the surrounding area of Covent Garden is one of the top retail destinations in the capital, and indeed the UK.”

Paul Zaengle, Director of Retail at Stance commented: “The UK is the obvious next step for us and we can’t wait to bring our retail experience to loyal customers there and introduce the brand to new ones,” said Paul Zaengle, Stance’s Executive Vice President of Retail. “With 44 million visitors to Covent Garden each year, Neal Street is the ideal location for Stance’s debut international location and we can’t wait to plant deeper roots on English soil.”
The announcement of Stance follows a string of recent leasing activity for The Mercers’ Company, including the UK’s leading specialist retailer of maps, Stanfords, who will be relocating for the first time since 1901 to 7 Mercer Walk. In addition, luxury and sustainable footwear brand, Allbirds, also opened their debut European store at 121-123 Long Acre earlier this month.

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