Australian sportswear brand Lorna Jane to open in London

Australian activewear and sportswear brand Lorna Jane is set to open its first European store in London’s Covent Garden in February.

The 1,710 square foot womenswear store will be located in Slingsby Place, St Martin’s Courtyard, and will span across two floors. The ground floor will be dedicated to selling the brand’s bespoke collections of fitness wear, which includes vests, leggings, and sports bras that utilise high-tech performance fabrics.

The basement of the debut store will be known as the ‘Active Living Room,’ where shoppers can enjoy free workout classes such as ballet, yoga or pilates, as well as a series of health talks, all of which will be bookable through mounted iPads throughout the store.

The move to open a permanent store in the UK follows the success of its pop-up in the Covent Garden in 2013, which led to the brand being stocked in House of Fraser, where the brands has received a positive response to its collections.

“We are thrilled to be opening our first Lorna Jane store in London after huge demand for our Brand Philosophy and activewear from UK customers,” said Lorna Jane Clarkson, founder and chief creative officer of the brand. “The Covent Garden Active Living Room will bring my Active Living philosophy to life with Move, Nourish and Believe experiences available in one inspiring location.”

Lorna Jane has more than 190 stores in Australia and the US. The UK store is expected to open in the first week of February.

Images: Lorna Jane