Californian outdoor gear and apparel firm to open first UK flagship store in Covent Garden, London in summer 2011
Patagonia has confirmed it is to open its first UK flagship store this summer.
The 2,500 sq ft retail space will host all of Patagonia’s range, from technical Alpine, ski and snowboard products to lifestyle and footwear collections.
The Californian business will open the Covent Garden location in collaboration with Outside, which also helped open Patagonia’s Hathersage store in the Peak District. The Covent Garden store is due to open this summer.
Patagonia said the Covent Garden location is in keeping with its retail brief to use historic sites but maintain the integrity of the building. The Covent Garden location was formally part of the Watney Combe & Reid brewery, founded in 1837, while the basement was used to housed the fruit and vegetables for the Covent Garden market.
Robert Cohen, Patagonia’s vice president of global retail, said: “We want our stores to be gifts to their communities. Because we’re trying to create a living, breathing version of the brand, we view the building as much a part of the story as the products inside.”