Global skincare brand, Fresh, to open West End flagship on Monmouth Street

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Shaftesbury has announced that Fresh, a global skincare leader owned by LVMH, is opening a 762sq ft West End London flagship at 17 Monmouth Street this November. The second UK boutique will host the brands full lifestyle presentation, including skincare, bodycare, haircare and fragrances.

Fresh will be located close to the new Natural Selection store and joins a critical mass of recent signings on Monmouth Street including Club Monaco, who will be launching in October, Larsson & Jennings, Loft Design By… and Pierre Herme.

Charles Owen, Seven Dials portfolio executive at Shaftesbury, said: “Seven Dials is delighted to welcome Fresh to Monmouth Street as we continue to draw in a host of highly desirable international beauty and fashion brands that give the area its vibrant atmosphere and appeal to our many visitors.”

Jean Marc Plisson, CEO, Fresh Inc, said: “The cosmopolitan feel and the unique blend of independent boutiques, was what first drew us to Seven Dials. This location will give consumers in the area both, domestic and tourist, the opportunity to experience Fresh in a location which fits the artisanal, experimental, heritage values of the brand. We are very pleased to be opening our second store on Monmouth Street in the heart of Seven Dials.”

Seven Dials is home to over 150 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, including the UK headquarters of Candy Crush, Seven Dials is a unique retail and leisure destination in the heart of London.