Seven Dials pop-up incubator launches first store as part of scheme

A London real estate firm has announced that the first retailer in a new pop-up incubator initiative is launching this week.

Shaftesbury has announced the opening of Olive Jennings at 35-37 Monmouth Street in Seven Dials, marking the first retailer to launch as part of the ‘Start Up With Seven Dials’ pop-up incubator scheme.

Olive Jennings is one of four female-led brands to be selected from a pool of 30 entrants for the initiative following a judging process with a panel of industry experts.

The four selected brands were awarded the opportunity to trade from Seven Dials for a limited time, with a ‘black canvas’ retail space provided and full operational support from Shaftesbury.

Samantha Bain Mollison, retail director at Shaftesbury, commented: “It has been a pleasure to discover unique and entrepreneurial brands such as Olive Jennings throughout the process of ‘Start Up With Seven Dials’, and we can’t wait to share these discoveries with the public.

“Olive Jennings stood out to us immediately for its gorgeous product range and well-considered approach to production and quality, all of which align with Seven Dials as a destination.

“Amy has brought this Monmouth Street space to life beautifully and is actively showcasing how much value a physical retail presence can bring to an emerging, digital-native brand.”

Amy Harrison-Mason, founder of Olive Jennings, added: “Having our first store has long been a dream of mine, and I couldn’t think of anywhere better for that to become a reality than Seven Dials.

“This location is one of the first places in London that I fell in love with when I moved here - it’s home to so many exciting new businesses, and also maintains the history and culture of the area which I think is really special.

“I can’t wait to be a part of it, especially at such an important time for retail. I think that, more than ever, how we buy reflects how we live, and there’s a real consumer focus on sustainability and supporting independent brands, especially in Seven Dials.

“I can’t wait to be a part of reviving the shopping experience in the heart of London.”

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