In pictures
American sportswear retailer Nike is opening two new retail destinations in London that are specifically aimed at women. This is part of the company’s ongoing strategy to invest in “bold and distinctive retail sports experiences” to drive future growth.
The first brick-and-mortar shopping experience dedicated exclusively to women’s fashion has opened at Selfridges London. Nike has secured a long-term presence in the British department store there. The 93 square meter shop-in-shop was designed to highlight Nike’s sports performance range and exclusive products. In-demand product collaborations curated for women such as KNWLS Nike will also be presented. The concession also introduces Nike’s new running collection, the premium clothing line ‘Winterized Swift’.
In addition to opening at Selfridges, Nike will reopen its King’s Road store in Chelsea on November 6th. It will be run as a women-only store and will showcase “the best of Nike products, experiences and services.” The store will be renamed ‘Nike Women’ and will offer an exclusive range of women’s fashion. The focus is on sports performance items and Nike’s sportswear collections.
The King’s Road store will be designed with a “distinctive Nike aesthetic”. A large wing sculpture serves as a nod to Nike’s muse, the winged goddess of victory. The ambience is intended to appeal to women in a “playful, energetic and high-quality way”.
Key features of the store include a “boutique-style cohesive shoe wall” designed to make shopping easier. There will also be a bespoke seasonal range and a curated showcase highlighting “the best of Nike”.
“Each of these retail forms creates a unique Nike space,” said Stephanie Strike, vice president of Nike Direct EMEA. “This will introduce new experiences, product innovations and inspiration that are shaping the culture of sport and style in London and beyond. These small-scale expressions are just the beginning. They will influence how Nike presents itself across all women’s retail locations going forward.”
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