Our website uses cookies

Cookies enable us to provide the best experience possible and help us understand how visitors use our website. By browsing Essential Retail Magazine, you agree to our use of cookies.

Okay, I understand Learn more

Fashercise to open first permanent store after pop-up tests

Online activewear brand Fashercise is to open its first physical store, at a site in Seven Dials in London.

The brand, founded by entrepreneur Alexandra Vanthournout, has taken a 60 sq m (650 sq ft) unit at 46 Monmouth Street and is scheduled to open this summer. Vanthournout has designed the store herself, using bespoke fixtures from Ceolini.

Fashercise has tried a number of pop-ups to test physical retailing before opening a permanent store. It plans to stage regular brand takeovers and provide an experiential space for core brands, which will include Khloe Kardashian’s Good American. The store will offer flexible payments via the Klarna system.

“The space will combine the choice of e-commerce with the experience of physical retail and will offer Seven Dials visitors complete brand takeovers, including trunk shows, hosting talks and running clubs with wine at the finish line,” says Vanthournout.

“Fashercise is an on-trend emerging brand, led by a solo female entrepreneur, and is a natural fit for Seven Dials with our existing mix of relevant wellness tenants,” says Sam Bain-Mollison, head of retail at Seven Dials landlord Shaftesbury.