Sock brand Stance seeks foothold in UK store

‘Premium basic’ clothing brand Stance – best known for its socks - is to open its first physical store outside the US, at 3 Neal Street in London’s Covent Garden. The store will open in mid-November 2018.

The store has been designed by an in-house team. It will occupy a 186 sq m (2,004 sq ft) unit arranged ground and basement levels. The upper level will be used for retail, while the lower will be  a gallery and events space due to open in early 2019.

Stance positions itself as a brand that embraces ‘The Uncommon Thread’. The London store will stockist socks, underwear and dual-gender t-shirt ranges.

Founded in California, the brand’s products are sold in more than 60 countries, and it has 10 stores in the US. It plans to expand its store network. “The UK is the obvious next step for us and we can’t wait to bring our retail experience to loyal customers there and introduce the brand to new ones,” says Stance executive vice president of retail Paul Zaengle. “With 44m visitors to Covent Garden each year, Neal Street is the ideal location for Stance’s debut international location and we can’t wait to plant deeper roots on English soil.”

Stance is one of a number of brands which have recently chosen to open stores in the area, in properties managed by The Mercers’ Company.

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