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Back to all NewsSEVEN DIALS UNVEILS OLIVE JENNINGS’ BRICKS-AND-MORTAR DEBUT AS PART OF INCUBATOR INITIATIVE
Shaftesbury has officially 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 initiative.
Olive Jennings, a curated lifestyle brand founded by designer Amy Harrison-Mason and named after her grandmother, is one of four female-led brands to be selected from a pool of 30 entrants following a comprehensive 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.
The newly-opened Olive Jennings store is offering the brand’s full range of eco-friendly homewares and décor, including hand-made dried flower arrangements and fragrant room mists, all of which are produced with a focus on quality and sustainability. The space is also set to house a series of craft workshops, facilitated by Amy, for visitors to learn the art of hand-tied bouquets and fragrance creation.
Olive Jennings also provides a creative studio service for product and lifestyle photography, elements of which form part of the in-store experience for visitors.
Samantha Bain Mollison, Retail Director at Shaftesbury, commented on the launch: “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.”
The launch of Olive Jennings in Seven Dials precedes other initiative winners, Tihara Smith, Billy London and KATI KAIA, all of which will open individual retail pop-up spaces in Seven Dials in the coming months.
The Olive Jennings store is operating with strict safety protocols in place, complementing wider measures implemented across Seven Dials including timed road closures, one-way foot traffic systems and additional cyclist parking spaces.
ENDS
Notes to Editors
About Shaftesbury
Shaftesbury owns and manages a 16 acre property portfolio in the liveliest parts of London's West End. Focused on restaurants, leisure and retail in the highly popular, sought-after and prosperous locations of Carnaby, Seven Dials and Chinatown, together with substantial ownerships in East and West Covent Garden, Soho and Fitzrovia.
The portfolio comprises 611 restaurants, cafés, pubs and shops, extending to 1.1 million sq. ft., 624 apartments and 0.4 million sq. ft. of offices. All our properties are close to the main West End Underground stations, and within ten minutes’ walk of the two West End transport hubs for the Elizabeth Line, at Tottenham Court Road and Bond Street.
@shaftesburyplc
Seven Dials
Seven Dials is home to 95 shops, including international flagships and concept stores, renowned beauty and grooming salons as well as over 50 vibrant cafes, restaurants, bars and pubs. The area comprises of Monmouth Street, Earlham Street, Neal Street, Shorts Gardens, Neal’s Yard, Endell Street, Shelton Street, Mercer Street and the Seven Dials monument. Combined with two luxury hotels, five theatres, two private members clubs, a large number of apartments and offices, Seven Dials is a unique retail and leisure destination in the heart of London. www.sevendials.co.uk
@7DialsLondon