International beauty and skincare umbrella brand, DECIEM has unveiled the first store in the UK for its subsidiary brand, NIOD. Located at 73-75 Monmouth Street in Seven Dials, the store will operate as a dual-fascia and is the first physical location for NIOD. Standing for ‘non-invasive options in dermal science’ and described as ‘skincare for the hyper-educated’, NIOD shares the 117 sq m unit with parent brand, DECIEM.
The store design and build was carried out by DECIEM’s in-house team and features custom built units showcasing the full NIOD range. In-store, brand ambassadors are available to talk customers through the brand and build custom regimens according to specific skin concerns.
The launch of NIOD at Seven Dials is a UK debut store for the area. It joins the wide range of international brands who operate specialised boutique stores only available at Seven Dials and all benefitting from the central location, in the heart of London’s West End,' says Sam Bain-Mollison, head of retail at Shaftesbury.
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