This will be a partner store in collaboration with Outside, who successfully opened Patagonia's Hathersage store in the Peak District and continue to be passionate supporters of the brand. As with all Patagonia stores, the Covent Garden space was selected in keeping with Patagonia's retail brief, to use historic sites and to preserve the integrity of the building.

This is certainly the case in Covent Garden, whereby this listed location was formally part of the Watney Combe and Reid brewery, founded in 1837, which produced the popular Watney's Red Barrel beer. Furthermore, the basement of the premises formally housed the fruit and vegetables, which were stored ready for the Covent Garden market.

Patagonia and Outside intend to work collaboratively with the architects to ensure sensitivity when working with the historical aspects of this unique space, which they hope will in turn be enhanced by the bespoke fixtures and fittings which are to be sourced.

Robert Cohen, Patagonia's VP of Global Retail commented:
“We want our stores to be gifts to their communities. Because we're trying to create a living, breathing version of the brand, we view the building as much a part of the story as the products inside.”

Patagonia's European Marketing Manager, Jonathan Petty added:
“The owners of Patagonia, Yvon and Malinda Chouinard, have for many years wanted to open a London store. We're very excited to be opening in one of Europe's premier cities, and hope this will continue to drive the fantastic momentum the brand currently has in Europe.”

The store opens Summer 2011!