Australia's Lorna Jane chooses London for first European store

By

Cajsa Lykke Carlson

Published
Jan 14, 2016

Australian activewear and sportswear brand Lorna Jane is making its European debut this year. The brand has chosen to open a store in the St Martin's Courtyard, in London's Covent Garden area, in February.

The store will be called "The Covent Garden Active Living Room" and will sell Lorna Jane's bespoke collections. Lorna Jane works like the UK high street brands, releasing 70-100 new activewear styles each month. The clothes combine "industry-leading technology, expert craftmanship and high-tech performance fabrics," and haven't previously been available to buy in the UK.

Lorna Jane already has 190 stores in both Australia and the US. The brand says its new UK store will have ultra-modern, tailor-made furniture that complements the store's clean lines and open surroundings. The shop will use the latest in Apple payment technology, and have a bespoke active lounge on the ground floor.

Founder and Chief Creative Officer Lorna Jane Clarkson said: "We are thrilled to be opening our first Lorna Jane store in London after huge demand for our Brand Philosophy and activewear from UK customers.”

“The Covent Garden Active Living Room will bring my Active Living philosophy to life with Move, Nourish and Believe experiences available in one inspiring location,” she said.

Covent Garden already has a number of fitness and wellness locations, including yoga and pilates studio Yotopia.