Covent Garden Calls Jeweler Monica Vinader to King Street

LONDON — Monica Vinader has become the latest British brand to land in Covent Garden, which is aiming to capture a young — and sophisticated — consumer with one-off shops rather than high street chains.
The jewelry brand has opened its fourth London store on the newly pedestrianized King Street in Covent Garden. Spanning 465 square feet, the store is the latest move in a domestic and international expansion strategy Vinader has been undertaking with help from new investors.
Last year the company raised 20 million pounds to support its continued growth from Piper, a specialist investor in consumer brands, and Winona Capital Management, a U.S. consumer specialist fund. The investment in expansion has been paying off: Sales in fiscal 2016 were 26.4 million pounds, up by a third on the previous year.
“Our expansion plan is extremely focused. We’re working in key markets where our customer is shopping with us. Currently those markets are the U.K., Hong Kong, South Korea, Singapore, the Middle East and the U.S.,” said Vinader, who opened her first Nordstrom shops-in-shop at the retailer’s South Coast Plaza store in July.
“In the U.K. specifically we have been looking for stores in iconic shopping locations within London, such as Covent Garden. We

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