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New Vans store format debuts in Covent Garden

Sports brand Vans has opened its first boutique store in Europe, at a Neal Street in London's Covent Garden. The store will herald a rollout of the brand's new look for further stores in the capital.

The new store format, designed by an in-house team, stocks a premium edit of Vans products. This includes footwear, apparel and accessories, including the Vault by Vans range, and its latest collaboration with designer Vivienne Westwood.

The boutique format champions the 'off the wall' ethos of the brand, and pays tribute to the concept of creative expression. Features include a dedicated activation space that will be used for installations, workshops, and events.

Arranged across ground and basement levels, the Covent Garden store offers 405 sq m (4,359 sq ft) of space.

“We are very excited about our retail transformation coming to life in London, we aim to provide shoppers with a much needed differentiated and authentic consumer experience,” says Vans direct to consumer director, Diego Baronchelli.

“Covent Garden, being home to London’s most iconic stores, seemed like the perfect place for the first Boutique store in Europe. The Covent Garden Boutique store will be followed by the opening of Vans’ first store on Oxford Street and a series of store re-fits, including Vans Carnaby Street.”

“The brand’s selection of our Neal Street unit to kick start their transformation showcases the popular and successful status that the Mercers’ Estate holds as a leading retail destination, and we look forward to welcoming the array of creative activations within their exciting event space,” a Simon Taylor, property director at landlord The Mercers' Company.