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New London flagship for Whittard of Chelsea

Whittard of Chelsea has opened a relocated London flagship in Covent Garden, with the largest store in its portfolio.

The 154 sq m (1,662 sq ft) store is located at 9 The Marketplace, on Covent Garden’s Piazza, which is a high footfall tourist attraction and close to the Whittard Tea Bar.

“Our new flagship in Covent Garden represents an important milestone for our business. With more than twice the space on the ground floor, a more open basement with higher ceilings and a dedicated coffee and hot chocolate room, our new store provides the ideal environment for us to offer a more engaging and immersive shopping experience,” says Whittard CEO Mark Dunhill.

The store offers the brand’s full range of tea, coffee and hot chocolate products, along with a tasting area.

Whittard visual merchandising and store development manager Sarah Salter worked with an in-house design team to develop the store.

“Developing a brand flagship concept in Covent Garden is a designer’s dream. It was an opportunity to merge a British heritage brand with an iconic British landmark, embracing history whilst offering new and exciting stimuli for the senses,” she says.

Founder Walter Whittard opened his first London shop in 1886.