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Shaftesbury has today announced that independent Scandinavian lifestyle store, deli and café, White Pine, has selected Seven Dials’ Earlham Street to launch their latest location, forming a new London flagship space for the brand, set to open later this month.

Spanning just over 1,200 sq ft at 33 Earlham Street, the White Pine flagship store will stock everything from Scandi-inspired home living products and cosmetics to plants, books and deli items, alongside a dynamic vegan menu packed with juices, shakes, coffee & tea, smoothie bowls, rye bread sandwiches and healthy treats. Seven Dials forms part of the brand’s expansion and joins their existing presence in Fitzrovia, London, which opened in 2018.

The symbol ‘White Pine’ represents peace and serenity, with sustainability central to brand’s ethos. Nature is championed and prioritised through White Pine’s products and the make-up of their stores, designed in-house the brand uses entirely compostable and eco-friendly materials and mostly organic products and produce in the pursuit of raising awareness around the need to protect the environment for future generations.

Commenting on the signing, Samantha Bain-Mollison, Retail Director at Shaftesbury, said: “To have signed yet another independent, curated lifestyle brand with a retail and café offer as part of our portfolio is testament to Seven Dials’ credentials as an innovative and creative location in London’s West End. Sitting comfortably alongside the likes of the recently launched antaomē and Experimental Perfume Club stores White Pine, with their whole-hearted commitment to sustainability, aligns seamlessly with Seven Dials as a destination.”

Sebastian Doehring, Director at White Pine added: “We are so pleased to be opening our second flagship within the heart of Seven Dials amongst a hub of so many other likeminded independent retailers and hospitality operators. Seven Dials has long been a target destination for White Pine, with the destination’s commitment to sustainability aligning well with our own brand ethos. We can’t wait to open our doors here, bringing everything White Pine is about to a new breed of conscious consumer.”

White Pine is set to join several recent entrants to Seven Dials, including modern wellness apothecary, anatomē on Monmouth Street and a debut London store for COW Vintage at 13 Shorts Gardens, as well as eponymous accessories and lifestyle brand Tihara Smith, Shaftesbury’s Start Up with Seven Dials competition winner, who has taken pop-up space on Monmouth Street.

Nash Bond, Hanover Green Retail and Cushman & Wakefield represented Shaftesbury. White Pine dealt direct.

For further information, please contact Amy Cassidy or Elizabeth Ellis at Aver PR:

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.