Shaftesbury Capital announces UK debut 'sportstyle' concept store for Salomon, in Soho
Shaftesbury Capital has announced that Salomon is set to join Soho, opening at 18 Broadwick Street this month. The modern mountain sports lifestyle brand will introduce its first-ever Sportstyle store, to a destination renowned for introducing international concepts making initial steps in the UK market.
Salomon creates innovative, premium, and authentic footwear, apparel, and winter sports equipment in the French Alps. The new concept will feature the most extensive range of the brand’s Sportstyle footwear, including collaborations with noted designers and fashion labels. The store itself blends the offline-online shopping experience. All staff will be equipped with smartphones to make transactions faster, while also supporting the ‘endless aisle’, which can find any product not available in-store and allow customers to order them then and there, for delivery to locations across England.
Salomon has signed for a 1,500 sq ft unit on a prominent corner of Broadwick Street and Berwick Street, also within reach of the world-famous destination Carnaby Street. The new store will further strengthen Soho’s offer, sitting a stone’s throw away from fellow international retailer, Axel Arigato, as well as those that made national debuts in the neighbourhood, such as PANGAIA and adidas Originals.
William Oliver, Retail Leasing Director at Shaftesbury Capital, commented: “Salomon bringing their Sportstyle concept to Soho is another significant addition to the destination. We are always actively seeking retailers that are both different and complementary to what the neighbourhood already has, while speaking to current consumer trends, with Salomon aligning perfectly on all fronts. International brands continue to select Soho to introduce new concepts in the UK, as Salomon joins the likes of Axel Arigato and Aime Leon Dore in doing just that, and we build out a diverse, globally revered collection of lifestyle retail. It’s a sign of the destination’s ability to attract the customers that provide a foundation for success, and our role as a collaborative and innovative landlord that understands the needs of a new entrant.”
This news follows the announcement that Grown Alchemist, the internationally celebrated Australian beauty brand, has selected Soho for its first UK store, adding yet another distinctive element to a neighbourhood world-renowned for its unique retail offer.