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Seven Dials gives a royal welcome to Warm & Wonderful

Shaftesbury has announced the opening of a debut pop-up store in Seven Dials for Warm & Wonderful, the independent British knitwear brand, most well-known for its iconic red sheep sweater, famously worn by Princess Diana, David Bowie and a host of other 80s icons.

Off the back of a recent renaissance, Warm & Wonderful selected Seven Dials to launch its latest collection from its first physical retail space in over three decades coinciding with its first e-commerce site launch. Located at 55 Monmouth Street, the 500 sq ft store, designed in-house will stock Warm & Wonderful’s latest collection, consisting of the famous sheep sweater in multiple exclusive colours, as well as never seen before children’s sweaters and a range of apparel and accessories, most notably fleece jackets, pyjamas, knitted scarves and beanies.

Joanna Osborne and Sally Muir founded Warm & Wonderful in 1979, first selling their knitted jumpers from a market stall in neighbouring Covent Garden. The brand skyrocketed to fame when Princess Diana appeared in one of their iconic red sheep sweaters, making Warm & Wonderful incredibly popular not only in the UK, but around the world. The Victoria & Albert Museum even purchased a sweater to feature in their permanent collection.

Samantha Bain-Mollison, Retail Director at Shaftesbury, commented: “Warm & Wonderful picking Seven Dials for their first store in 30 years is fantastic news. The concept of the brand and its emphasis on authenticity is also reflected throughout Seven Dials as a destination and the offer will resonate amongst the Seven Dials community. Sitting comfortably alongside a range of well-established independent brands such as Astley Clarke and Experimental Perfume Club, the addition of    Warm & Wonderful will really enhance Seven Dials and puts the destination at the forefront of independent retail.”

Joanna Osborne, a Co-Founder of Warm & Wonderful, added: “This is a significant opening for our brand. We chose Seven Dials as it is situated in the midst of like-minded shops and therefore customers, making it the perfect destination for our latest collection. The fact it is just a stone’s throw away from our original market stall makes it all the more special for us.”

Warm & Wonderful will join the ‘Start-Up with Seven Dials’ competition winner specialising in 100% certified biodegradable tights, Billi London, who recently opened on Monmouth Street.

This Way Next acted for Warm & Wonderful. Hanover Green, Nash Bond and Cushman & Wakefield represent Seven Dials.