Ski and outdoor fashion brand Salomon is to open a new London “Sportstyle” footwear store in the heart of Soho in time for the winter sports season.
The 1,500 sq ft shop at 18 Broadwick Street is expected to launch next week though no firm date has been confirmed yet . It promises “the most extensive range” of the French brand’s Sportstyle footwear lines, which includes the ACS, Speedcross 3, and XT-6 ranges.
Salomon trainers are increasingly seen worn by celebrities such as Dune, Wonka and Bob Dylan biopic A Complete Unknown movie star Timothée Chalamet. He was pictured wearing a pair of £140 hiking shoes known as the XA Pro 3D V9, on the set of his new film Marty Supreme.
Other A-listers known to favour the sneakers include Bella Hadid, Rihanna and Emily Ratajkowski, The first dedicated Sportstyle store was launched in Le Marais district of Paris in May with a New York pop up opening in SoHo last month
All staff in the Soho store 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 for delivery to locations across England.
It comes after Salomon, a brand founded by François Salomon in Annecy in 1947, opened a Covent Garden flagship on Long Acre including high-tech features such as 2D foot scanning and a ski boot customisation oven
William Oliver, retail leasing director at landlords 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.”
Salomon’s global retail boss, Pascal Clausse, said the company was “delighted” to open its first stores in the UK, marking “another step in Salomon’s retail expansion”, following additional store openings in New York and Paris.
He said: “As a 77-year-old mountain sports brand that was born in a small workshop here in Annecy in the French Alps, these new brand stores in London are a wonderful opportunity to share our passion for the mountain sports lifestyle with our growing community in the capital’s most recognized shopping districts.”
It follows the announcement that Grown Alchemist, the Australian beauty brand, has selected Soho for its first UK store,
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