Store gallery: Nobody’s Child has opened the doors to its new London flagship store

The new 2,044 sq ft store, located on 3 Neal Street, Covent Garden, will mark the brand’s largest store to date and stands alongside its other central London stores on Carnaby Street and Spitalfields.

The store, which opened its doors last week, follows a successful pop-up on Long Acre last May and is set to offer a “relaxed” atmosphere with open-plan seating areas and changing rooms.

Brand identity is expected to be “key” for the new flagship and Nobody’s Child said it wants to emphasise its sustainability focus and brand ethos via in-store graphics.

Nobody’s Child said it hopes to shoot social media content, including styling videos and try on hauls, in the store as well as using the space to host customer and influencer events.

Customers can expect to shop a range of summer and autumn transitional collections, including dresses, tailoring, blouses, co-ords and skirts.

The fashion brand added that the store will be a “showcase” for accessories – a new category for the brand – using bespoke shelving displays to offer its full range of jewellery, sunglasses and bags.

Nobody’s Child chief executive Jody Plows said: “After a successful pop-up on Long Acre last year, we knew Covent Garden was the ideal location to launch our third permanent site.

“Finding the perfect unit for our flagship was key and 3 Neal Street, located just off the bustling Long Acre, surrounded by leading fashion and beauty brands, is exactly what we were looking for.

“We’re excited to launch our largest store to date and can’t wait to welcome our community to our new Nobody’s Child store.”