The independent lifestyle brand known for its cult home fragrance and carefully curated homeware collections, has opened its fourth London store in Spitalfields.
This milestone reflects the brand’s commitment to expansion in the capital and its continual focus on physical retail, amidst the rising success of its omni-channel strategy.
The new Spitalfields store is a strategic addition to Earl of East’s existing locations in Kings Cross, Redchurch Street and Regents Street. This latest venture comes just a year after the launch of its Regents Street location, cementing its position as a key player in London’s retail landscape. “Despite the significant growth of our online platforms, brick-and-mortar retail remains the backbone of our business,” says Co-Founder Paul Firmin. “Over half of our total revenue still comes from our physical stores and we are passionate about providing a unique, immersive brand experience that you just can’t replicate online.”
As Earl of East celebrates its 10th year in business, the opening of the Spitalfields location underscores the brand’s evolution from a market stall side hustle in 2014 to a thriving multi-store brand. Self-funded and with no external investors, the brand’s steady growth is a testament to the strength of its community-centric, omni-channel approach. Spitalfields, known for its mix of independent boutiques, established brands and historical traders market, is the ideal spot for Earl of East’s next chapter. “It’s particularly meaningful to be opening in Spitalfields, taking us back to our roots as market stall traders. We’re excited to be part of the area’s latest transformation,” adds Co-Founder Niko Dafkos.
