Seven Dials boosts vintage appeal with ‘Good’ launch

Shaftesbury has announced the official launch of Good at 33 Neal Street, marking the retailer’s new London flagship store and entrance to Seven Dials’ fast-growing community of sustainable and vintage clothing retailers.

Following on from the success of ‘Second Hand September’, the new 500 sq ft flagship store in Seven Dials stocks Good’s diverse array of vintage fashion, all sourced from recycling centres, giving customers a unique alternative to buying new garments and preventing selected garments from contributing to further landfill.

Established in 2020 by David Brinson, Vicci Houston and Ruth Summerfield, Good Seven Dials joins locations on Queensway and Kensington Church Street in London, signifying the next step in the brand’s extensive expansion plans. Good has invested almost entirely in bricks and mortar retail, with this approach dramatically reducing customer returns, which, due to the packaging and shipping collateral involved, forms a key sustainability issue.

With a focus on in-store experience, Good offers a highly curated flagship store, which has been designed in-house. Organised by either colour scheme or premium brand, such as Ralph Lauren, Burberry and Barbour, the feel is easy to navigate and appealing to the consumer. Brinson was previously Head of Retail for a major UK charity, which has informed his approach to the brand and indeed his aims to deliver a premium fashion experience through a vintage store. Good’s overall mission is to bring the best of recycled clothing together with top-quality customer experience, setting the brand apart from traditional second-hand retailers whilst delivering on their wholly sustainable ethos.

Commenting on Good’s launch, Samantha Bain-Mollison, Retail Director at Shaftesbury, said: “Sustainability has always been an important factor when selecting retailers for Seven Dials; we have consistently worked hard to curate an authentic line-up of retailers with strong sustainable credentials across our destination, which in the fashion sphere includes names such as the recently launched COW Vintage as well as Goldsmith Vintage and Pop Boutique. It is brilliant to be the home of Good’s new flagship store, which fits so well within our village offering and will be particularly appealing to the constantly evolving, more conscious consumer.”

David Brinson, Co-Founder of Good added: “Seven Dials is such a vibrant community and to be among so many other like-minded brands is ideal for our flagship London store. We were very selective when searching for our next location, and Seven Dials, with its excellent sustainability ethos and mix of big name and independent premium brands, formed the perfect destination for us to launch at. Within the vintage industry, we are banking on bricks and mortar retail and we are delighted to be working with a landlord that wholeheartedly supports our brand aims.”

Good’s launch follows several recent entrants to Seven Dials, including a debut London store launch for COW Vintage at 13 Shorts Gardens, and biodegradable tights specialists Billi London, Shaftesbury’s Start Up with Seven Dials competition finalists, who has recently launched within a pop-up space at 35-37 Monmouth Street.

Nash Bond, Hanover Green Retail and Cushman & Wakefield represented Shaftesbury in the deal, while Good dealt direct.