Sunspel Lands in Covent Garden: A Fresh London Chapter for the British Menswear Icon

Sunspel is quietly expanding its footprint, and its next move lands in the heart of London. The British label, known for refining everyday menswear into something far more elevated, has announced the opening of its latest store on Covent Garden's Floral Street. Doors open on April 10th.

For those already familiar with the brand, the new 850 sq ft space will feel like an extension of Sunspel's understated approach to modern luxury. Stocking the full menswear collection, the store brings signature essentials like the Riviera Polo Shirt—famously worn by Daniel Craig as Bond—and the Classic T-shirt, still handmade at their Long Eaton factory, directly to central London.

It’s a smart move. Covent Garden has long been a magnet for both locals and international visitors, and Floral Street in particular has become a hotspot for well-curated retail. Sunspel clearly knows its audience: global, discerning, and drawn to craftsmanship over flash. CEO Raul Verdicchi summed it up well, saying, "It’s a well-known destination with a truly international audience, and an ideal location for Sunspel."

The opening builds on a period of quiet but steady growth for the brand. Following a fresh revamp of their Jermyn Street flagship at the end of 2024, and four new store openings across North America in the past 18 months, Sunspel is making moves without making noise. It’s a strategy that mirrors their product design philosophy: subtle, deliberate, and meticulously executed.

What makes this Floral Street addition worth noting is the way it strengthens Sunspel’s connection to London style. While the label has always had an eye on international expansion, there’s a sense of homecoming with this opening—a reminder that the best British menswear keeps its roots firmly in the capital while looking confidently outward.

For those looking to refresh their spring wardrobe with timeless staples, consider this your cue. The new Sunspel store at 22 Floral Street, WC2E 9DS, opens April 10th, offering a chance to get hands-on with the brand’s signature pieces, all under one very well-appointed roof.