Californian outdoor brand Patagonia ( will open its first UK flagship store in Covent Garden this summer. With 2,500sqft of retail space, the store will feature the full Patagonia portfolio from core technical alpine and ski/snowboard products, to lifestyle and footwear collections.

Founded by Yvon Chouinard in 1973, the London store will be a partner store in collaboration with Outside, which also opened Patagonia’s Hathersage store in the Peak District. The Covent Garden space was selected in keeping with the company’s retail brief, to use historic sites and to preserve the integrity of the building. Patagonia and Outside intend to work collaboratively with the architects to ensure sensitivity when working with the historical aspects of this unique space, which they hope will in turn be enhanced by the bespoke fixtures and fittings which are to be sourced.

Robert Cohen, Patagonia’s VP of Global Retail, comments: “We want our stores to be gifts to their communities. Because we’re trying to create a living, breathing version of the brand, we view the building as much a part of the story as the products inside.” Patagonia’s European Marketing Manager, Jonathan Petty, adds: “The owners of Patagonia, Yvon and Malinda Chouinard, have for many years wanted to open a London store. We‘re very excited to be opening in one of Europe’s premier cities, and hope this will continue to drive the fantastic momentum the brand currently has in Europe.”

For the last fiscal year, ended in April of 2010, Patagonia was able to generate a sales figure of $333 million.