Odd Muse is back at Covent Garden's The Yards

By

Nigel TAYLOR

Published
Jun 1, 2023

Independent ‘investment fashion’ label Odd Muse has returned to The Yards, in London’s Covent Garden, for its second pop-up, “following its highly successful debut bricks-and-mortar experience at the destination last month”.

Located in Slingsby Place and running until mid-July, Odd Muse’s 3,000 sq ft space showcases several of the brand’s womenswear lines, alongside fragrances. 

Born out of the pandemic in 2020, founder Aimee Smale launched Odd Muse “to bring attention to the investment fashion market and highlight consumers’ ability to buy products which are sustainable, yet timeless”.

The return of Odd Muse to The Yards “reinforces the destination’s appeal in securing online retailers for debut bricks-and-mortar locations, as well as its continued commitment to supporting and nurturing independent businesses”, said operator Longmartin Properties, a joint venture between Shaftesbury Capital and the Mercers’ Company.

Smale added: “The Yards has been a fantastic location for us, marking a key part of our brand journey as our first bricks-and-mortar space and after a successful first pop-up, we’re so glad to be back here and trading again. 

“As an online-based retailer, it’s exciting when we get the opportunity to be up, close, and personal with our consumers, build new relationships and stress the importance of investment fashion. Our design and feel of the brand are very much reflected in this premium destination.”

Simon Taylor, Property Director at the Mercers’ Company, said: “The return of Odd Muse is a significant vote of confidence in the destination. We’re proud to have housed Odd Muse’s first experience of physical retail and look forward to continue nurturing this relationship.”

The opening follows the recent arrival of fellow pop-up Libre London which has opened at 138 Long Acre until the end of June, stocking womenswear, accessories, make-up, and skincare.