Asics UK opening flagship on Regent Street

Asics UK is set to open a flagship store on London’s Regent Street this year.

It will be the Japanese sportswear brand’s first store offering all its performance and lifestyle brands under one roof, and its first UK store to introduce its new retail concept.

Asics currently has three stand-alone stores in London, as well as an outlet store in Wembley. The new two-storey flagship store, at the former French Connection location, will offer Asics’ full range as well as the Asics Tiger, Haglofs and Onitsuka Tiger collections.

Asics’ new store concept will be partly featured at the new outlet, in its Performance section, says retail director Scott Wakefield.

Designed by London agency Brinkworth, the concept aims to reflect Asics’ roots in running and its Japanese heritage (it was founded in 1949 by Kihachiro Onitsuka). Open spaces with natural lighting, real plants and warm colours, as well as a blend of natural and man-made materials are key aspects.


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