Fashion footwear retailer Veja has opened its first London store on Monmouth Street, which has become its six banner worldwide.
Situated between Covent Garden and Soho, the Seven Dials location has become a catchment area for niche brands, with Veja fitting well into the area’s identity. Created with London-based interior designer Deidra Hodgson, the store reveals a “clean, simple design that reflects the brand’s style” across 137sq m.
Design simplicity was key, using mostly local and existing in-store materials. However, the space also features around 5,000 custom-made, natural stone bricks made in France, chosen because of their low impact (they’re made without firing, which reduces their carbon footprint, Veja said).
Marking a first for Veja, restock pairs will be delivered to the store daily by bike, while the new space will feature an in-store cobbler station providing repairs and sneaker and shoe cleaning from all brands. The store will also see its ‘Clean, Repair & Collect’ project, adding to its six existing in-store cobbler stations worldwide, located in Paris, Bordeaux, Berlin, Madrid and Brooklyn. So far, the brand says it has repaired over 20,000 pairs of footwear from all brands.
