Running retailer sprints on with London store move

An online running shoe retailer says it is primed to sprint ahead with a capital move.

SportsShoes.com has unveiled plans for a London store.

Bosses say the “experiential” base will create an “unrivalled physical retail experience”.

Set for Shoreditch High Street, they say it will operate through a “no-bags-no-hassle” model, wherein customers can try and buy products that are then delivered the next day.

The 5000sq ft-plus venture will also feature an activity floor that will host professional athlete experiences, podcasts and brand events, and technology capable of monitoring runners’ gaits to tailor footwear choices accordingly.

Known as House of SportsShoes, the store is planned to launch in early March.

Brett Bannister, managing director at Shipley-based SportsShoes.com, said: “Our flagship store will be the apex of us integrating our digital ecosystem with a physical location and range of complementary experiences, making it unlike any other running retailer’s offer.

“House of SportsShoes will be truly special.”

The capital expansion builds on a £1.5 million investment last year to install a semi-automated warehouse system that the company says has sped up distribution to customers across the UK, Europe and Scandinavia.

The investment came after record turnover at the firm, which saw income rise four per cent to £93.3 million in the year to February 28.

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