Under Armour has opened the doors to its newest UK store on 242-248 Oxford Street, which it called a “significant milestone” in its European growth plan.
The world’s fourth-largest sportswear brand has embarked on a store opening spree in the UK, as looks to expand its bricks-and-mortar footprint across Europe, the Middle East and Africa.
UA Oxford Street houses the retailer’s latest performance products across co-gender training and running collections as well as bespoke art specific to the city of London.
Under Armour opened its first UK stores earlier this year at Battersea Power Station, Liverpool One shopping centre and Westfield’s Stratford City.
The sportwear giant has sold through retail partners in Europe for more than a decade, however Under Armour EMEA managing director Kara Trent told Retail Gazette earlier this year that expansion was a key priority as it is “really important for us to start owning the consumer experience”.
“This renowned retail location represents our dedication to delivering an exceptional retail experience to our valued customers, and we are thrilled to join the esteemed brands already on Oxford Street,” said Trent.
“We are a growth brand, and the Oxford Street Brand House marks an exciting milestone for Under Armour as we expand our presence in the UK and the wider EMEA region.”
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The Oxford Street store houses connected fitting rooms, giving visitors the opportunity to feel, try and learn about the products and their benefits with the help of interactive screens.
Local artist Jim Vision contributed to the Oxford Street store with bespoke artwork featuring grid linework alongside hand painted Under Armour motifs.
These motifs are layered with multimedia 3D elements and interwoven with team sports elements to enhance the design, creating a dynamic display.
Kenningham Retail partner Mark Serrell, which represents Berkeley Estate Asset management, said: “Oxford Street has had a massive occupier facelift and it’s great to see some of the temporary tenants being replaced with quality global brands.
“As part of the post-Covid recovery process, the new Under Armour store will bring confidence in our prime retailing streets.”
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