Australian activewear brand BLOCH to open in Seven Dials

Shaftesbury has announced that BLOCH, which specialises in women’s technical dance and activewear products, is to open at Seven Dials at 69-71 Monmouth Street.

The move to Seven Dials will be a relocation from its established dancewear store in Drury Lane, Covent Garden, taking advantage of the neighbouring dance and theatre companies within the local area.

The 1,450 sq ft store will become BLOCH’s new London boutique and home to a union of dance, sport and fashion.

Conceived from its heritage of dance, the new store set across two floors will both showcase a mix of ballerina street pumps, street-to-studio sneakers and the new BLOCH Studio activewear, a collection of technical apparel and layering pieces with fashion forward functionality.

Commenting on the opening, Addy Williams, senior retail portfolio manager at Shaftesbury, said: “The arrival of BLOCH at Seven Dials highlights the appeal of the destination for specialist retailers that deliver bespoke services.

“BLOCH is extremely highly regarded within their industry and add to our exciting array of international fashion brands in London’s West End whilst also being perfectly positioned to benefit from the local theatres and dance schools.”

A spokesperson for BLOCH added: “Seven Dials is ideal for our relocation as it is one of London’s busiest shopping districts.

“We will be situated in a more fashion orientated area at the heart of the West End, positioning us among emerging brands and in close proximity to the Royal Ballet School.”

Seven Dials has recently welcomed the first store outside the US for New York-based lifestyle brand, Away, and a newly upsized store for men’s fashion label, Farah, both on Earlham Street.

JLL and Nash Bond represented Shaftesbury in both deals. Savills acted on behalf of BLOCH.

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