Nike has opened its first women’s-only store in Europe – on London’s King’s Rd.
The 207 sqm Nike experience store “is designed to inspire the women of London to reach their athletic potential,” says the US-based sportswear brand.
The King’s Rd store is just the third Nike Women store for the brand, following openings in Shanghai, China and Newport Beach, California late last year.
Nike King’s Rd offers consumers bespoke services such as pant hemming, gait analysis and bra fitting. Customers can also get advice on the best products for individual running techniques and training programs.
The store will create a fitness hub in the King’s Rd community with free weekly Nike+ Training Club classes and a Nike+ Run Club. A booking system is housed on the digital community wall within the store allows visitors to reserve spots at all Nike running and training sessions held by Nike across London. Consumers can also access the full Nike+ Training Club and Nike+ Run club schedule at www.Nike.com/London, where they can book a space at any session. In addition to weekly Nike+ Training Club and Nike+ Run Club gatherings, special events will celebrate key sports and fashion moments.
“Our new King’s Rd store is yet another example of our commitment to women to bring them the very best of Nike,” said Heidi O’Neill, VP & GM Nike Stores. “Our women’s business has never been stronger and our deep connections with women at retail are helping fuel this growth.”
The store’s digital services offer ways to connect with the Nike community and purchase products. Consumers can buy latest Nike collections via a “click and collect” system at www.nike.com and pick up their purchases in the store. Consumers can also showcase their personal style via www.nikeid.com by designing bespoke shoes with a NikeID consultant who can provide guidance on fabrics, colour palettes and the correct footwear style for all needs, including training, running and everyday use.
Style forms a central theme of the new space and is highlighted by unique, creative installations in the store. Isamaya French, a London-based illustrator and make-up artist, produced a piece of art that communicates the synergy of sport and style in the store’s basement level. A separate map of London also pays homage to the UK capital and features Nike heptathlete Katarina Johnson-Thompson and is incorporated into the store’s design. Consumer enjoy special dimmers in the changing rooms that show outfits in three different lighting scenarios –morning, afternoon and evening.
Nike’s commitment to sustainability is reflected in the reclaimed wood used for the flooring and that the store’s LEED Platinum certification, the highest level granted in the green building program.
