Percival menswear opens Soho pop-up

By

Sandra Halliday

Published
Jun 25, 2021

Contemporary British menswear brand Percival has opened a pop-up store in London’s Soho with the new location including in its mix a number of summer initiatives from the label.

On the list are the recently launched collaboration with sports brand Champion. And in a further nod to sport, there’s also the Summer Knits range that has been worn by England football manager Gareth Southgate at the current Euros championship.

The new store is on Marshall Street. It covers 800 sq m and will be open seven days a week for the next nine months.

The arrival of Chris Gove’s six-year-old brand in the area comes as shoppers trickle back into London’s West End, helped by a return to their workplaces on the part of office workers, even though the all-important international tourists are still largely absent. 

Percival has built up a strong following via its regular, short-run product drops and includes Alexa Chung, Benedict Cumberbatch, Rick Edwards, Jim Chapman, Alex Turner and Matt Helders among its fans.

Only last month it said it had secured a £3 million investment from growth capital investor VGC Partners.

The funding is being used to double the depth of stock across all core styles to keep up with demand, as well as adding new categories and continuing to expand abroad.