Deciem and Niod openings to boost Seven Dials beauty offer

London’s Seven Dials continues its campaign to become the most dynamic of London’s retail neighbourhoods with one of beauty’s most interesting names signed up for the fast-expanding area.


NIOD


Deciem, the four-year-old Canadian skincare business that now counts Estée lauder Cos as an investor, boasts both ‘affordable’ and higher-end labels among its 10-brand portfolio. The new store it has taken at 73-75 Monmouth Street will be a dual-bannered location under the Deciem and Niod names. 

Niod, whose names stands for ‘non-invasive options in dermal science’ is described as “skincare for the hyper-educated” and has garnered a host of positive reviews both in its domestic North American market and in the UK.

The store it will occupy along with Deciem covers a 1,265 sq ft space across two floors (basement and ground level).

Announcing the signing, landlord Shaftesbury’s head of retail, Sam Bain-Mollison, described Deciem/Niod as a “groundbreaking beauty brand.”

It will be the first store for Niod, continuing the trend of beauty brands to open first-ever stores not only in London but away from the more obvious shopping areas such as the heart of the West End or Knightsbridge.

In recent weeks, Tom Ford has opened in Covent Garden while Birchbox has opened on Carnaby Street and Seven Dials itself has seen the debut of Japanese skincare brand Shiro.

Seven Dials is particularly appealing to many brands targeting Millennials as well as global shoppers. It’s an area that is increasingly visited by tourists as well as one that contains a large number of smaller properties in historic buildings compared to the flashy modern flagships of the West End.

Its evolution over several years from an area dominated by indies into one with more global brands has been sensitively handled and it has retained its USP, offering labels that can’t be found on every high street or in every mall.

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