Monsoon opened a new boutique today (April 12) on Marylebone High Street in London.
The store is part of a ‘monsoon refresh’, taking the brand ‘back to its roots’, and aims to celebrate its ‘heritage, craftsmanship and commitment to sustainability and ethical trading’.
The Marylebone High Street location is the first in a series of new shops for Monsoon, with more than 30 planned in locations across the UK and Ireland.
While the store is intended to be a showcase for the Monsoon brand and product, it will also “showcase and support the brand’s charitable work through The Monsoon Accessorize Trust”.
The brand said that when the store opens, 10% of the first month’s profits will be donated to the trust, which “supports and empowers people from disadvantaged communities in Asia and helps foster lasting change through a range of education, health and income generation projects ”.
Monsoon was founded in 1973 by British businessman Peter Simon. In May 2020, the group, which also owns sister brand Accessorize, fell into administration due to the impact of Covid-19 restrictions – putting more than 2,000 jobs at risk.
In June, the stores were rescued by Adena Brands – a company owned by founder Simon – and as part of the restructuring process, 545 employees were laid off and 35 of Moonsoon’s 181 stores were closed.
Simon said: “We are extremely happy to open our first new store concept. It’s been a tough year for everyone, but tough times can inspire creativity, and it has certainly been true for us: this store is a bold new expression of Monsoon, taking us back to our roots and celebrating joy and happiness. color that are so. rich in our heritage.
“This project has been a shining light for us over the past year and represents all the energy and passion we put into our product and shows the direction of the brand. We’re committed to retail, the experience and the joy it can bring, and we’re really excited to see the stores reopen, welcome our customers back, and introduce them to our new store.