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Shaftesbury has announced the official launch of COW Vintage at 13 Shorts Gardens, marking the retailer’s much-anticipated debut in London and entrance to Seven Dials’ fast-growing community of sustainable retailers.

The new 1,847 sq ft concept flagship store in Seven Dials stocks COW’s one-of-a-kind vintage sourced from around the world, alongside recycled designer pieces and hand-crafted reworked garments.

Established in 2008 by Nigel Coughlan and Steve Adamson, COW describes itself as an ‘innovative hub of artists, musicians, and designers’, pushing boundaries and driving trends through sustainability. The independent British retailer has established a cult following amongst vintage enthusiasts across the UK via its online boutique and sought-out COW store locations in Leeds, Birmingham, Liverpool, Manchester, and Nottingham.

The new COW boutique joins a raft of vintage and ethically driven brands to launch in Seven Dials over the last twelve months:

  • Recently shifting from pop-up to permanent in Seven Dials, menswear label L’Estrange’s new 1,000 sq ft permanent home at 19 Earlham Street houses the brand’s ‘intelligent wardrobe’ pieces, formulated from renewable, organic and recycled fabrics in line with L’Estrange’s circular economy ethos.
  • Authentic vintage clothing specialist, Goldsmith Vintage, launched its 1,423 sq ft boutique at 57 – 59 Neal Street in Seven Dials, joining the retailer’s popular stores on Portobello Road and Charring Cross Road.
  • Trading at 35-37 Monmouth Street since May, curated lifestyle brand Olive Jennings offers a range of eco-friendly homewares and décor, including hand-made dried flower arrangements and fragrant room mists, all produced with a focus on quality and sustainability.
  • Located at 55 Monmouth Street, SO JUST SHOP is an ethical fashion marketplace that works closely with female artisans from some of the most vulnerable communities across the world, using its platform to educate, upskill and economically empower women. The 494 sq ft store houses a curated mix of responsibly sourced, fair trade and environmentally conscious jewellery, homewares, accessories, and gifts, with up to 80% of profits going back to the artisan groups.

COW Vintage’s commitment to repurposing and sustainability extends to the fit-out of its new flagship Seven Dials store, with the eclectic interior fit-out custom created using a variety of recycled materials, down to the fixtures and fittings.

Commenting on the launch, Samantha Bain-Mollison, Retail Director at Shaftesbury, said: “Sustainable values are becoming an increasingly significant part of a consumers’ criteria and our own, therefore it has become a fundamental part of Seven Dials’ leasing strategy. While sustainability is becoming a saturated concept across the industry, we ensure we are seeking out brands and retailers like COW Vintage, whose ethics are authentic and substantiated. It is fantastic to be the home of the first COW store in London, which is already drawing so many visitors for its vibrant vintage offering.”

Nigel Coughlan, Founder of COW Vintage added: “Opening in London has been a long-awaited step for COW Vintage, and Seven Dials’ unique atmosphere and sense of community provides the perfect environment for our first presence in the capital. Great effort has gone into the design and sustainable fit-out of this flagship to ensure it is a fun and experiential space to showcase our amazing one-off designs, retro finds, and repurposed fabrics and prints.”

The new COW Vintage store has launched with a range of Covid-19 safety protocols in place, complementing ongoing measures implemented across Seven Dials including timed road closures, one-way foot traffic systems and additional cyclist parking spaces.

Nash Bond, Hanover Green Retail and Cushman & Wakefield represented Shaftesbury in the deal, while Box Property Consultants acted for COW Vintage.


For further information, please contact Amy Cassidy, Clare McInerney or Elizabeth Ellis at Aver via:

Notes to Editors

About Shaftesbury
Shaftesbury owns and manages a 16 acre property portfolio in the liveliest parts of London's West End. The portfolio comprises of restaurants, cafés, pubs and shops, extending to apartments and offices in the highly popular, sought-after and prosperous locations of Carnaby, Seven Dials and Chinatown, together with substantial ownerships in East and West Covent Garden, Soho and Fitzrovia. 

All our properties are close to the main West End Underground stations, and within ten minutes’ walk of the two West End transport hubs for the Elizabeth Line, at Tottenham Court Road and Bond Street.

Seven Dials  
Seven Dials is home to 95 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, Short’s 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, Seven Dials is a unique retail and leisure destination in the heart of London.