Farah opens flagship in Covent Garden

Menswear brand Farah has chosen Seven Dials in Covent Garden, London as the location for their first UK flagship store.

Located on Earlham Street, the 764 square foot flagship opened this weekend and marks a new chapter for the brand, and aims to complement its existing store within the Boxpark in Shoreditch and its e-commerce site.

The flagship houses all the Farah collections, covering both the mainline and the younger Farah Vintage line.

Francisco Gonzalez-Meza Hoffmann, managing director of Farah owner Perry Ellis Europe, said: “We wanted a central London location with a strong heritage of its own for our Farah flagship store. The retail mix and atmosphere of Seven Dials is perfect. We will be in great company in one of the most thriving destinations for fashion in London.”

Sam Bain-Mollison, head of group retail strategy and letting at Shaftesbury, added: “Farah is a great fit for Seven Dials, which is a thriving, cosmopolitan destination with a unique mix of retailers and restaurants. Farah adds to the iconic international fashion offer that sets Seven Dials apart.”

Farah is the latest fashion name to open in the area, over the past few months other fashion retailers including Franklin & Marshall, Peter Werth and Le Coq Sportif have chosen the Seven Dials area.