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Published
Oct 7, 2014
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Element will open a London flagship in December

Published
Oct 7, 2014

Since being named CEO of Billabong late last year, Neil Fiske has set the tone, focusing on the multichannel development of Billabong, RVCA and Element.

Element’s future address in London. Image: Google streetview.


It’s a strategy that will begin to take shape for Element beginning in early December. The American skateboard brand, founded in 1992 by Johnny Schillereff, will soon open a flagship store in central London at 13 Short Gardens in Seven Dials, near Covent Garden. 

At over 2,700 square feet spread over three floors, the space was previously occupied by the outdoor specialist Berghaus. The neighborhood also includes streetwear brands such as Nike, Carhartt and Le Coq Sportif. The store will include its men’s range, as well as that for women and children.

The brand opened its first English store, which is independently owned, in Plymouth. The brand also has a location in Barcelona. 

In Paris, Element opened a 1,650 square foot store with Nozbone in 2011 on rue de Marseille, near the Canal Saint-Martin.

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