Patagonia, in collaboration with Outside, will be opening the doors of its first ever London flagship in Covent Garden this Summer. The location matches the brand’s retail strategy, which consists of investing in historic sites while preserve the integrity of the existing surroundings.

Patagonia

“This is certainly the case in Covent Garden, whereby this listed location was formally part of the Watney Combe & Reid brewery, founded in 1837, which produced the popular Watney’s Red Barrel beer”, Patagonia explains. For fiscal year 2010, ended in April, the outdoor apparel and gear brand registered a sales turnover of 333 million dollars.

In addition to its presence in multibrand pro-shops, Patagonia’s store network consists of 53 monobrand units in the world, of which 5 are spread across Europe (Chamonix, Milan, Munich, Prague, Dublin), with a 6th one expected to open this Summer in San Sebastian, Spain. Patagonia also operates 14 partner stores in Europe, with the one in London soon to be the 15th addition.