Earl of East, the renowned lifestyle brand celebrated for its unique home fragrance and homeware, is excited to announce the opening of its newest store in the heart of Soho. Located in the Grade II listed and recently restored Quadrant Arcade, the opening marks Earl of East’s third store in the capital and its first foray into a beauty-focused space.
Embracing the ethos of ritual over routine, the Earl of East Soho store is designed to offer a haven for modern self-care shoppers seeking unique and design-led products. The space caters to those with discerning taste, curating a selection of niche and hard-to-find brands that share a common commitment to beauty and aesthetics.
Niko Dafkos, co-founder, Earl of East: “At Earl of East, we believe that beauty goes beyond routine; it is an immersive experience that should be celebrated and savoured. With the opening of our Soho store, we aim to provide an expert-driven curation of brands that embody this philosophy, fostering a space where customers can discover new and exciting products that align with their individual preferences.”
Earl of East’s own line of home fragrances, bathing and self care products will have their own dedicated area, alongside a carefully curated selection of brands including Herbar, Mount Sapo, AKT London, Guy Morgan and Mirror Water. Each brand has been handpicked for their design-led approach to beauty and shared commitment to sustainability. Featuring the ultimate game changers in self-care, customers can shop beauty and bathing products that are eco-friendly, ethically sourced, and cruelty-free.
Bed & bath focused homeware will also have its own spot, with a unique edit of bedding, towels and bathroom accessories from favourites such as Hay, Derm and Cold Picnic. Kicking off their programme of pop ups is the launch of Sleep by Hay with an exclusive showroom in September.
The interior layout of the Earl of East Soho store, including the custom shelving, has been designed by co-founder Paul Firmin in collaboration with renowned designer Fred Ridby. The result is a visually stunning and inviting space that encourages customers to indulge in the discovery of their favourite brands. The store spans two floors, with the upper level dedicated to Earl of East’s popular candle making workshops, as well as brand showrooms and one-off events.
Paul Firmin, co-founder, Earl of East: “We wanted the Soho store to reflect the beauty and creativity that our brands embody. The collaboration between Fred Rigby and myself has allowed us to bring our vision to life, creating an inspiring and immersive environment that truly captures the essence of the Earl of East brand.”
The Earl of East Soho store invites customers to immerse themselves in a world of beauty, offering a range of exceptional products in a welcoming and approachable setting. Whether seeking a new fragrance, skincare essentials, or bathroom accessories, visitors can expect a personalised and elevated shopping experience.
The Quadrant Arcade is also home to brands such as Supply 91, CREED, Malin & Goetz and MASAJ, making it a go-to destination for modern self-care in the heart of Soho.
ABOUT EARL OF EAST
Earl of East is a lifestyle brand and store that embraces ritual over routine. Starting life as a market stall in 2014, Earl of East has grown to include two stores in London, an online shop, and its own line of home fragrance and bathing products that are made sustainably using the finest natural ingredients. Visit Earl of East and you’ll find a curated selection of independent brands across fragrance, homeware and accessories sharing shelves with its own range of candles, home mists, bath salts and self care products. Founded and run by creative partners Paul Firmin and Niko Dafkos, Earl of East’s unique scents have garnered a legion of loyal fans and the brand is now stocked in over 250 stores worldwide. Bestselling authors and regular candle workshop hosts, they have become one of the go-to UK manufacturers of high quality home fragrance, collaborating with brands such as JW Anderson, Selfridges, and The Great Frog.
