Element opens its first flagship store in London

Skateboarding and lifestyle label Element has opened its debut flagship store in London, becoming the latest international brand to open its first store within the heart of Covent Garden.

Located at 13 Shorts Gardens, Seven Dials, the three-story flagship store spans 2.816 square feet and stocks Element's full product range for men, women and children as well as footwear and accessories.

The debut flagship store also features a dedicated skateboarding section. Named Element Basement, the section offers wide selection of the label's skateboards, gear, hardware and backpacks centered around a 'growing' tree that represents the brand's heritage and ongoing growth.

“We are stoked to have the opportunity to showcase what the Element brand stands for to the British market,” said Julien Duval, recently appointed vice president of global marketing at Element. “Seven Dials stood out for us due to its global village feel, full of international brands and specialty retailers that resonate with our customers.”

Commenting on the recent opening of Element's first flagship store in Covent Garden, Samantha Bain-Mollison, head of group retail strategy and letting at Shaftesbury added: “Element is a very exciting addition to Seven Dials’ array of international brands, and is consistent with our strategy of securing the very best mix of cosmopolitan fashion, lifestyle and design icons. Element opening their first store here is further evidence of Seven Dials’ desirability amongst leading young fashion retailers.”

“The area continues to be a highly sought-after location, with a great atmosphere and a diverse retail and dining offer that is very popular with UK and overseas visitors.”