Daniel Wellington seizes control of prime central London retail locations

Daniel Wellington is increasing competition with its partner retailers in Central London with the opening of a third monobrand store in March.

The Swedish brand has been represented by AFH Distribution in the UK since parting company with Peers Hardy in 2016, but the branded shops in London are all owned and operated directly by Daniel Wellington.

The branded stores will compete with 14 partner retailers in Central London, alone, including department stores like House of Fraser and John Lewis and multiple jewellers such as Fraser Hart and Beaverbrooks.

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The third store will be located at Spitalfield Market, a fashionable hipster area in the East End of London.

It joins the first two stores in tourist London hot spots Covent Garden and Carnaby Street.

The Carnaby Street store opened on February 1.


Inside Daniel Wellington’s Carnaby Street store.




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