Longmartin Properties Ltd, a joint venture between Shaftesbury Capital and the Mercers’ Company, has announced that Odd Muse, the independent ‘investment fashion’ label, has returned to The Yards, Covent Garden for its second pop-up, following its highly successful debut bricks-and-mortar experience at the destination last month. 

Located at 4 Slingsby Place and running until mid-July, Odd Muse’s 3,000 sq ft space showcases several of the brand’s womenswear lines such as the sleeveless styles collection, ultimate muse, and limited amount of pre-spring designs, alongside perfume. The return of Odd Muse to The Yards reinforces the destination’s appeal in securing online retailers for debut bricks-and-mortar locations, as well as its continued commitment to supporting and nurturing independent businesses.


Born out of the pandemic in 2020, founder Aimee Smale launched Odd Muse to bring attention to the investment fashion market and highlight consumers’ ability to buy products which are sustainable, yet timeless. With a strong emphasis on sustainability from concept to creation, Odd Muse’s values aligns with that of The Yards, which looks to build a community of like-minded operators in the heart of Covent Garden. Odd Muse also holds a solid and powerful ethos with women empowerment at its core, which is woven throughout its brand identity.  

Aimee Smale, Founder of Odd Muse, commented on the opening: “The Yards has been a fantastic location for us, marking a key part of our brand journey as our first bricks-and-mortar space and after a successful first pop-up, we’re so glad to be back here and trading again. As an online-based retailer, it’s exciting when we get the opportunity to be up, close, and personal with our consumers, build new relationships and stress the importance of investment fashion. Our design and feel of the brand are very much reflected in this premium destination, and we’re pleased to be a part of this diverse community until July.” 

On behalf of Longmartin Properties Ltd, Simon Taylor, Property Director at the Mercers’ Company, also said: “As well as adding something unique to our retail portfolio, we are always delighted to provide retailers a space to enjoy those first bricks-and-mortar experiences in our prime location as one of the most thriving and busy neighbourhoods in London. The return of Odd Muse is a significant vote of confidence in the destination, and there is no doubt that its success won’t be replicated for a second time around. We’re proud to have housed Odd Muse’s first experience of physical retail and look forward to continue nurturing this relationship.”

The opening of Odd Muse follows the recent arrival of Libre London, which has opened at 138 Long Acre. The pop-up will be in situ until the end of June, stocking an array of women’s clothing, accessories, make-up, and skincare.