Good, a vintage fashion retailer, has opened its flagship store in London in Seven Dials as part of its expansion plans. This is in addition to the existing locations in Queensway and Kensington Church Street.
33 Neal Street’s 500-square-foot store houses Good’s varied collection of vintage clothing, all sourced from local recycling centres. In-store navigation has been simplified to make it easy for customers to navigate.
Good was founded in 2020 by Vicci Houston, David Brinson and Ruth Summerfield. It has almost exclusively invested in bricks-and-mortar retail. It explains that customer returns are dramatically reduced by Good’s approach. This is due to the packaging and shipping collateral.
David Brinson, cofounder of Good, stated in a statement that Seven Dials was such a vibrant community, and it is perfect for our flagship London store to be amongst so many like-minded brands. Seven Dials was the ideal location for us to launch our new store. It has a great sustainability ethos, mix of premium brands from big-names and independents, so we were selective in choosing where we would open next.
“In the vintage industry we are banking on bricks-and-mortar retail and we are thrilled to be working alongside a landlord who fully supports our brand aims.”
Samantha Bain-Mollison (retail director at Shaftesbury), commented on Good’s launch. She said: “Sustainability was always an important factor in selecting retailers for Seven Dials. We have worked tirelessly to create a genuine line-up for retailers with strong sustainability credentials throughout our destination. This includes the newly launched Cow Vintage, Goldsmith Vintage, and Pop Boutique.”
“It’s a great opportunity to be the home for Good’s flagship store. It fits in so well with our village offerings and will appeal to the continually evolving, more conscious consumer.”
Good’s launch follows several other recent entries to Seven Dials. These include a London store launch by Cow Vintage at 13 Shorts Gardens and Billi London, biodegradable tights specialist, Shaftesbury’s Start Up with Seven Dials competition winners, who launched in a pop up space at 35-37 Monmouth Street.