Wax London opens new store in Covent Garden

Menswear retailer Wax London has opened its newest store in its hometown at 45 Neal Street, Covent Garden.

At 975 sq ft, it’s more than double the size of the brand’s Berwick St store in Soho and its Spitalfields location. And there’s more to come, with the company saying it has “more deals in the pipeline for London and key UK cities” by 2025.

The Neal Street location is its third permanent UK store in London. One of those — the Berwick Street store — wasn’t meant to be permanent (it was accepted on a three-month deal in 2022), but it’s still open.

The larger size of the Covent Garden space means Wax can offer the widest selection of clothing and accessories, totaling over 1,000 units.

Co-founder Tom Holmes said of the WC2 debut: “We’re thrilled that Wax has expanded into this vibrant and creative part of the city. The spirit of independence and love of fabrics and fashion really aligns with the Wax London ethos. Neal St will offer our community an even more unique opportunity to experience the brand.”

Covent Garden and the nearby Seven Dials have increasingly become home to independent, youth-focused brands in recent years, across both fashion and beauty. And Neal Street is one of its most important streets.