Earl of East opens its Spitalfields store – just in time for Christmas

For a decade, Earl of East has been building a cult following in London for its edited curation of fragrances and homeware goods. To mark this important milestone, the lifestyle brand’s founders, Niko Dafkos and Paul Firmin, have thrown open the doors to their new retail outpost in the iconic Spitalfields Market.

While many retailers moved away from brick-and-mortar stores in the wake of the pandemic, Dafkos and Firmin have doubled down on their commitment to physical retail, with Spitalfields being their fourth physical store.

‘Despite the significant growth of our online platform, brick-and-mortar remains the backbone of business,’ says Firmin. ‘Over half of our total revenue still comes from our physical stores and we are passionate about providing a unique, immersive brand experience that you just can’t replicate online.’

Interiors are simple and distil Earl of East’s DNA into four walls, blending industrial elements with earthy, organic tones.

‘We’ve always aimed for a minimalist yet warm aesthetic,’ explains Dafkos. White walls pair with stainless steel elements and free-standing fixtures, which can be moved as needed. As the store is conceived as an experiential space, it will host community events, pop-ups and workshops over the coming months as part of its programming, meaning the space has to be adaptable.

Within this framework is a spray of natural greenery and accent colours, such as cedar and umber, which nod subtly to the brand’s fragrances – a signature of the Spitalfields space. The outpost will emphasise the brand’s own range of home fragrances and bathing products, which will be sold alongside curated objects by the likes of Mirror Water, 19-69, Ferm Living and Hay.