Gamer brand set to launch first European store in London’s Chinatown

A lifestyle brand for gamers is set to launch its debut Europe store in London next month.

Property specialist Shaftesbury has announced that Razer is set to open its new London store in Chinatown on December 14.

The new 3,700 sq ft RazerStore London, set across two levels, will feature the full range of Razer products as well as a playtest area in which tournaments and demonstrations will be held.

Founded in 2005, Razer specialises in gaming hardware and accessories, and has a global user base of approximately 70 million customers.

Christine Cherel, global director of RazerStores, commented: “With its rapidly expanding gaming scene, London is a key city for our expansion plans.

“The new RazerStore London will be the number one destination for gaming and technology fans looking to experience the latest Razer has to offer, in an environment created to showcase our products in an engaging, immersive way.

“From the interactive lighting and digital displays through to test bench areas and permanent gaming set-ups, the RazerStore London brings visitors a unique shopping experience and this location in the heart of London connects us perfectly to tech savvy shoppers and gamers looking for the best Razer has to offer.”

Andrew Price, portfolio executive at Shaftesbury, added: “Razer is recognised worldwide as a leading innovator for gaming and technology.

“The gaming industry is a huge retail category in its own right, and the RazerStore will perfectly complement Wanyoo Café – the eSports giant who also chose to open their first-ever European store at Chinatown London.

“At Shaftesbury we are committed to reflecting leading global trends, balancing modernism alongside the traditional, to ensure Chinatown London continues to be an insightful aperture to the Far East.”

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