Patagonia will open its first UK flagship store this summer in Covent Garden, London. With 2,500 square feet of retail space, the London store will be a partner store in collaboration with Outside, which also opened Patagonia’s Hathersage store in the Peak District. According to an article in Retail Gazette:
Patagonia stores in the US traditionally use historic sites and preserve the integrity of the building they take over.
This will very much be the case with the new London store which will be situated in the old Watney Combe and Reid brewery, the birthplace of the popular local beer Watney's Red Barrel.
Patagonia and Outside are working closely with architects to ensure that the historical aspects of the site are taken in to account.
Robert Cohen, Patagonia's VP of Global Retail commented: "We want our stores to be gifts to their communities. Because we're trying to create a living, breathing version of the brand, we view the building as much a part of the story as the products inside"