NN.07, the acclaimed menswear brand celebrated for its commitment to sustainability and minimalist design, has marked a significant milestone with the grand opening of its inaugural UK store in Covent Garden. Nestled at 7 Earlham Street, this new location spans an impressive 125 square feet and showcases NN.07’s signature collection, featuring essential trousers, shirts, knitwear, and accessories. The store’s design elegantly combines natural materials with stainless steel elements, embodying the brand’s dedication to both modern aesthetics and environmental responsibility.
Anders Rahr, CEO of NN.07, shared his enthusiasm about the store launch: “The reception and interest we’ve seen from the UK market is truly remarkable. We are excited to bring the full NN.07 experience to London’s vibrant Covent Garden.”
Expanding Retail Horizons in Covent Garden
NN.07’s Covent Garden debut is part of a broader retail expansion in the area. Joining NN.07 in this dynamic retail hub are Batch London and Gandys International.
Batch London, a British suit retailer known for its sustainability-focused approach, will open a 2,000 sq ft store at 9-11 Shorts Gardens. This new location will offer bespoke, made-to-order menswear and womenswear, alongside personalized fit consultations to enhance the shopping experience.
Gandys International will also make its mark with a new standalone store at 66 Neal Street. Specializing in travel-inspired clothing and backpacks, Gandys contributes 10% of each purchase to support educational initiatives for disadvantaged children worldwide, a tribute to its founders’ personal history following the 2004 Indian Ocean Tsunami.
These new additions complement the recent launch of Barbour’s heritage concept store at 37 Neal Street, which reflects the brand’s blend of historical richness and contemporary design.
Payments Experience
Although NN.07 has not yet detailed their in-store payment options at the new Covent Garden location, it is anticipated that the store will feature an advanced omnichannel payment experience. Omnichannel shopping integrates multiple channels—such as in-store, online, and mobile—into a seamless customer experience. For instance, NN.07’s UK website currently offers Klarna, a popular payment option that allows for flexible payment plans online. It’s unclear how this integration will extend to the physical store, but it’s likely that NN.07 will aim to bridge online and in-store experiences.
An effective omnichannel approach ensures that customers can enjoy a consistent and convenient shopping experience, whether they are shopping online, in-store, or through a mobile app. This could mean easy returns, synchronized purchase history, and smooth transitions between digital and physical interactions. By adopting such a strategy, NN.07 enhances customer satisfaction with a more cohesive, flexible, and user-friendly shopping journey.
From NYC to London: NN.07’s Global Expansion
The opening in Covent Garden follows NN.07’s recent flagship store launch in SoHo, NYC. Since its inception in 2007 with a focus on high-quality chinos, NN.07 has steadily grown, with a presence in major department stores like Liberty, Harrods, and Harvey Nichols, as well as online platforms such as END. and Mr Porter.
CEO Anders Rahr expressed the company’s vision: “Establishing a flagship store in London aligns with our strategy to expand NN.07 into iconic cities worldwide. The growing interest in our brand has presented us with opportunities to partner with locations and collaborators that align with our values and vision.”
The brand’s recent visibility was boosted by Jeremy Allen White’s appearance in NN.07’s Gael jacket on the TV series The Bear, as well as high-profile collaborations with Timex and Sebago. NN.07’s global reach also extends to esteemed retailers like Nordstrom, Saks Fifth Avenue, and Le Printemps.
