Stance opens first store outside US in London

‘Premium basic’ fashion brand Stance – best known for its ranges of socks and underwear – has opened its first UK store, in London’s Covent Garden.

The opening marks the brand’s first bricks and mortar store outside its home market in the US. The 190 sq m (2,044 sq ft) store is arranged over ground and basement levels at 3 Neal Street. The lower level is to be a gallery and event space, opening in early 2009, while the upper level will stock Stance’s ranges of socks, underwear, and dual-gender t-shirts.

The store has been designed by an in-house team, and features artwork by Punks & Poets, the brand’s athlete and ambassador community.

“Opening our first flagship store in Europe has been a huge adventure and we are thrilled to finally bring Stance to a whole new customer base in the UK. It’s already clear that we made the right decision choosing Neal Street in Covent Garden for our debut location, and are excited for where this opportunity will take our brand,” says Stance Europe director of marketing Rich Philip.

Shadé Fadiora, asset manager for landlord The Mercers’ Company, says Stance will be an asset to the mix of retailers on Neal Street.