Blossoming retail and restaurant district Seven Dials will see the launch of new male beauty retailer Beast in a 1,400 sq ft store on Earlham Street. The store itself will trade from the ground floor, with the rest of the building used for the company’s ecommerce operations.

This is the first UK store for the brand.

Steve Banks, co-founder of the business, commented: “We are delighted to launch our first ever store in Seven Dials amongst some fantastic menswear and men’s lifestyle brands. Becoming a part of the internationally renowned Seven Dials line-up will elevate our business to the next level and is a dream launch location in London.”

Sam Bain-Mollison, head of group retail strategy and leasing at Shaftesbury, added: “Earlham Street has a unique men’s retail offer unlike anywhere else in London. Beast are a perfect addition to the line-up, offering a range of some of the best male beauty products on the market that will appeal to the cosmopolitan, international demographic who shop at Seven Dials and complement the retail brands throughout the destination.”