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Shaftesbury has announced that multi-brand streetwear and skate retailer, Route One, has made its debut entrance to the capital, with the launch of a new London store at 47 - 49 Neal Street in Seven Dials.

The launch of Route One’s 2,000 sq ft space within the iconic West End neighbourhood coincides with the first-ever inclusion of skateboarding in this year’s Summer Olympics in Tokyo.

Route One in Seven Dials will stock over 100 skate and street brands including Nike SB, Vans, Adidas, Huf, RIPNDIP, Polar, Santa Cruz and Thrasher, together with Route One’s own cult label. As well as its curated retail operations, Route One also provides an unrivalled hub of content, including interviews with the world’s top action sports athletes, behind-the-scenes footage, and interactive competitions.

The store also serves as a new destination for Route One’s ‘Launches’: a stand-alone section of the brand’s website and app dedicated to bringing customers the latest limited-edition sneaker releases. In line with this, the Seven Dials store will be showcasing an experiential, subterranean area known as the "The Vault". Due to launch in August, "The Vault" will be dedicated to housing the retailer’s one-of-a-kind sneaker archive.

Commenting on the signing, Samantha Bain-Mollison, Retail Director at Shaftesbury, said: “To be welcoming the debut London site for Route One is fantastic for Seven Dials. The retailer’s independent spirit and focus on experience aligns well with our own ethos as a destination, and we’re confident that Route One’s offering will resonate amongst the Seven Dials community as successfully as it has in other parts of the UK. We look forward to seeing the hype which the store’s limited-edition drops and exclusive vault is sure to spark.”

Richard Boissevain, Owner and Co-Founder of Route One added: “While we have considered opening a store in London for some time, this space in Seven Dials really stood out to us due to the precinct’s strong retail reputation and notoriety as a hub for the wider London skate community. Route One has established a loyal following in the capital, so it is fantastic to launch in such a prime location of the city and grow this online community through our one-of-a-kind store experience.”

Route One joins several recent retail entrants to Seven Dials, including cult menswear brand L’Estrange, who have recently relocated from a pop-up space to a permanent bricks and mortar home on Earlham Street, as well as homeware and lifestyle brand Olive Jennings, the first of Shaftesbury’s Start Up with Seven Dials winners, who have taken pop-up space on Monmouth Street.

The signing coincides with Shaftesbury’s significant investment into the Neal Street area of Seven Dials, including the creation of a new flagship retail space and refurbished office space, along with public realm improvements such as widened pavements and revitalised store frontages.

Nash Bond, Hanover Green Retail and Cushman & Wakefield represented Shaftesbury.


For further information, please contact Amy Cassidy, Clare McInerney or Elizabeth Ellis at Aver PR; or Kay Russant at Route One:


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.  


Route One

Founded in 1989 in Bristol, Route One brings together street fashion with skate culture, while creating and promoting an inclusive and supportive skating community. The name ‘Route One’ was chosen as a nod to the retailer’s commitment to sourcing quality products from the USA, Middle East, and Europe, all of which are showcased across Route One’s existing network of stores in regional centres throughout the U.K.

As part of its growing sustainability initiatives, Route One runs a unique ‘Deckcycle’ scheme at all stores, which incentivises the recycling and repurposing of broken and battered boards, combatting the estimated 350,000 which end up in landfill in the UK each year. Route One also works with Nike SB's "Reuse-A- Shoe" programme, to repurpose trainers into Nike Grind, which is then used to create sports pitches, new trainers and more.