Element inaugurates its new London flagship

By

Olivier Guyot

Published
Dec 16, 2014

Element finally has a British showcase. The brand has opened the doors to its first English flagship in the Covent Garden district.

The skateboarding brand from the Billabong group covers some 2,800 square feet over three levels at 13 Shorts Garden, in place of a former Berghaus store.

"This location, which we have chosen in the Seven Dials zone allows us to not only present all of our offer in our different categories," highlights Julien Duval, Vice President of Global Marketing, "it will give us the possibility to deliver the lifestyle and core we create around our leading products. The store has been laid out in a way that it can host events and will be used to allow both international and regional artists to present their work."

Close to a G-Star store, Element presents its men's, women's and children's fashions. But the brand has also dedicated its basement, baptised "Element Basement", to its collections of shoes, accessories and skateboarding material.

The brand is present in 60 countries with some 5,000 multi-brand points of sale.