Home » London News

The Sting Invades Re-tail with Piccadilly Circus Flagship

Published 20 May 2010

Forget 10 Downing Street – this summer, all eyes will be on the new occupant of another famous London address. The Sting, a clothing department store already well established across Europe, will be opening its flagship London store at 1 Piccadilly Circus.

It will be just over a year since leaseholders of the property, Standard Life Investments, announced that the space would be rented out to The Sting; and almost 18 months since the collapse of the building’s former occupants – the entertainment retail chain Zavvi.

Branches of The Sting, a Dutch retail chain founded by Herman Franzen, can also be found in Germany and Belgium. The store branches function on the same principle as stores such as John Lewis – rather than manufacturing and selling its own-branded goods, The Sting’s stores will host a variety of clothing items from other brands. Just like the retailer, the brands on offer originate from continental shores. This is probably one of the reasons that many of the brands are still relatively unknown here in the UK. However, with The Sting placed in one of London’s hottest and most visible locations, these brands will have the perfect stepping stone to becoming household names. The shop floor will play host to attire for men and women from around a network of thirty brands, including Bien Bleu, Costes and Gallice.

The takeover of 1 Piccadilly Circus by The Sting followed the liquidation of Zavvi (formerly Virgin Megastore) in December 2008 during the credit crisis, after the company went into administration along with many other well-known high street stores including Woolworths. The closure of Zavvi’s Central London branch was the focus of media attention due to the store’s great location and size, with the flagship store spanning three floors. From July 2010, all three floors of the building will be filled with dresses, shirts, jeans and more – and with 33,875 square feet of store space to be filled, fashionistas from the capital should have no problem finding something to suit their tastes. Could Piccadilly Circus soon rival Oxford Street as a must-visited destination for the fashion set? Probably not, but it will be a major destination for anyone on a day out shopping in central London.

After an earlier advertised opening of spring 2010, The Sting at Piccadilly Circus will now open its doors on the 9th July 2010.

  • Rakesh Kumar

    Dear Sir, my name is Rakesh kumar my address is 97 common road Langley slough sl38sx. I want to apply for job in your store please send me application form above address thank you



    Here i am MD THOUFIQUL ISLAM,we are feel lots glade that you were open your new fashion house in the picadilly circus. when you were started your business i have nocked so many times in your organization through the mail and walk on the shop but no one respond me. i am really very interest to work with your company and badlly i need a job so if you think to give me a chance to be a member of your family then it will be the great achievement for me.

    thanks and still i will wait for your response.


  • Sebastian

    my mane is sebastian fron argentina im interesting to sale your clothes,please contact me at this adress sebastianrps@hotmail.com

  • Ih8thesting

    THE STING the worst store in London! DO NOT SHOP in any of their branches.
    Their brands are tasteless and are never on trend; and are most likely to make you look like a prostitute or a clown. Worst of all their clothes are ridiculously over priced for the incredible LOW quality of the garments. YOU HAVE BEEN WARNED!