The new Arc´teryx flagship store, the first of its kind in Europe, opened its doors in London, right in the heart of the iconic Piccadilly Circus.
“The location couldn´t be better”, says store manager Jaime Silva with a big smile.
“We’re looking to attract the active London commuter – the one that cycles to work, goes to the gym and hits the outdoors on the weekends in the Peak District or skiing in the Alps. Also, this location draws millions of tourists annually. We’re aiming to attract these consumers as well – in some cases they will have the first contact with the brand through this flagship store.”
The new 350 m2 store was opened at the beginning of September. When Silva speaks about the opening weekend his smile gets even bigger.
“The first impressions couldn’t be better either. We had almost 1.500 people coming through the door. We had some core enthusiasts wearing Arc’teryx from top to bottom and customers commenting that finally they can see the full seasons’ collection in one place.”
The store includes a full men’s and women’s collection and departments for footwear, packs & accessories, Veilance and Suunto watches.
“We invite local outdoor groups to come and participate in lectures and seminars – the first one will be “Get ready for the winter – Layering System”. This connection with the outdoor community is very important for us. We want people to feel at home in the Arc’teryx Piccadilly Store.”
The store has already a nice collection of stars in the assortment.
“The iconic jackets Beta AR, Atom Hoody and vest and the Delta LT are already selling really well. We are also selling a lot of accessories. The Conveyor belt and the new exclusive Revivex re-proofing spray have been huge hits. And there’s already a lot of demand for our Whiteline Collection, which gives us a good indicator of how peak season will shape up.”
The initial experiences have proven that the store concept works well.
“The store reflects the core values of the Arc’teryx brand: design, craftsmanship and performance. It’s quite easy to tell the story to the consumer and take him through the collections with the key products well highlighted. The sense of space without compromising visual merchandising quality is a distinctive point– the way that the collections are showcased makes the shopping process for the consumer much easier.”
“In my opinion this is the most beautiful outdoor store in Europe and a strong statement from the brand”, concludes Silva.
Premium location and full range offering in Shanghai
Just a few days after the Arc’teryx Piccadilly Store, Amer Sports China celebrated the grand opening of its first brand store in Shanghai.
The 285 sq ft store is located in the Shanghai commercial center. The premium location and full range offering sets another milestone for Arc’teryx and Amer Sports retail business in China.
The store is well designed to provide the best brand experience to China outdoor expert and urban astute consumers with brand history wall, core product demonstration area, community area and clearly defined product category segmentation. The Veilance range is also merchandised at a special corner with the touch of Shanghai architecture decoration.
Source Amer Sports ©