Alo Yoga is latest brand to sign up for Seven Dials flagship in London’s Covent Garden

Major London landlord Shaftesbury Capital has announced another key new tenant for its estate in London’s Covent Garden with luxury activewear brand Alo Yoga having signed up.

It will take a 5,000 sq ft anchor unit at the junction of Neal Street and Earlham Street, “a key gateway to Covent Garden’s Seven Dials neighbourhood”. 

It’s another sign of the landlord’s success in curating a dynamic, mixed-used destination in Covent Garden with the Seven Dials segment increasingly appealing to independent specialist global brands.

The new store will be at 25a Neal Street, introducing the California-born brand’s collection of lifestyle and activewear directly to the West End for the first time. 

The label currently has over 100 Alo Sanctuaries worldwide and this new one will operate across three floors. It will “spotlight Alo Yoga’s studio-to-street ethos, featuring its celebrity-favoured range of women’s and menswear, designed to be comfortable, contemporary, and trend-forward”. Products on offer will include activewear, loungewear, accessories, and a selection of wellness products.

It will be “fitted out in a clean and bright aesthetic with exposed brick accents, designed to reflect its Californian heritage and provide a neutral backdrop to spotlight its range of performance-wear products”.

Neal Street and Earlham Street are the two key shopping thoroughfares in Seven Dials and other brands in the immediate vicinity include Finisterre and Axel Arigato.

Shaftesbury Capital has introduced 15 new brands to Seven Dials in the last 12 months, and made nine retail signings this year alone. The signing follows the recent announcement that Peak Performance, the premium outdoor apparel brand, has selected Covent Garden as the location of its first-ever UK store. It will open at 49 Long Acre, joining the recently opened flagship store on King Street from sister brand Arc’teryx.