Biggest ASICS store opens on Regent Street

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ASICS

Sportswear giant ASICS has opened the doors to its largest retail store in the world on London’s world-famous Regent Street.

The new store, which is located almost diagonally across from rival Nike, covers 9041sq ft spread over three levels and aims to be environmentally-friendly with LED lighting, living plant installations and sustainable products.

It also features interactive touch screens, a “robotic shoe delivery system”, motion ID areas to capture posture and running styles so as to advice customers on the best shoes to buy, and even a complimentary juice bar and in-house DJ booth.

The shop also sells all four of the Japanese company’s brands — Onitsuka Tiger and Haglöfs, ASICS Tiger and ASICS — in one retail space for the first time.

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The Regent Street shop opened on the back of ASICS brand stores recording an 18% per cent increase of sales.

It is one of many new openings as part of ASICS’s push to have more branded bricks-and-mortar stores in major city centres, including Berlin, Paris, Amsterdam, Tokyo, New York. In the EMEA alone, ASICS aims to grow from 26 stores to over 140 brand stores in the next three years.

“This store represents a statement that we are one brand that can deliver products for an active lifestyle and through our digital communities, apps and consumer interaction we will also inspire people to move, and enjoy the physical and mental benefits of exercise,” ASICS EMEA chief executive Alistair Cameron said.

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