White Pine to open flagship store in Seven Dials

London-based Scandinavian lifestyle brand White Pine is to open a 1,200 sq ft flagship store at 33 Earlham Street in London’s Seven Dials area this month, complete with a health-focused deli and café.

The store will sell Scandi-inspired living products and cosmetics, as well as plants, books and deli items.

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 its stores (its first store opened at 35-36 Rathbone Place just off Oxford Street in 2018), as it uses entirely compostable and eco-friendly materials and mostly organic products and produce.

Samantha Bain-Mollison, Retail Director at London landlord 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 among 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.”