The Coca-Cola brand has opened the doors of its first flagship concept store in London’s Covent Garden.
The new retail destination is the first of its kind in Europe and offers a range of limited edition apparel collections, exclusive designer collaborations, gift items and unique drinks, reported The Industry.Fashion.
The exclusive clothing collections include a range of sportswear and workwear, along with sustainable apparel and accessories made from recycled plastic.
There will also be fashion collaborations with UK and global designers including Soho Grit, Lee Denim, Alma de Ace, BAPE, Herschel, Staple and BE@RBRICK.
The store assortment will also include limited edition collectables and special editions such as for LGBTQ+ Pride in June.
The launch of the London store follows on from the successful opening of similar retail outlets in the US.
“We have opened the doors in London to our first new concept store in Europe,” commented Michelle Moorehead, vp of licensing and retail at The Coca-Cola Company. “This store is a chance for us to provide Coca-Cola fans with a premium array of fashion and collectibles, and fresh ways to experience our drinks.
“Through a collection of products made from recycled materials, it also gives us a great opportunity to share our sustainability commitments with people and bring them with us on our journey to a World Without Waste.”
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