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Gymshark eyes US and European stores as Regent Street flagship exceeds expectations

Gymshark eyes US and European stores as Regent Street flagship exceeds expectations

Gymshark is looking to open more stores globally with a focus on prime locations as its first physical store on Regent Street in London has exceeded expectations.

Speaking to Retail Gazette ahead of its second store opening at Westfield Stratford this weekend, founder and CEO Ben Francis said it would be “unit-led” rather than targeting store numbers or specific locations.

“We are actively looking across the UK, the US, and Europe, but we are committed to finding the right units before we agree to anything.”

Francis said that Gymshark is prioritising quality over quantity when it comes to store expansion and is focused on finding the perfect spots that align with the brand’s values and customer base.

“Rather than saying, ‘We’re going to open a store in Manchester,’ we need a really great unit,” he said.

His ambitions follow the success of its first store, which opened in central London in late 2022.

Francis said: “The Regent Street store has been incredibly successful. I’ve been blown away by how well it’s done.”

“We’ve learned that our customers love events and the ability to touch and feel the product. This offline experience allows us to showcase our products in ways that online can’t, driving home the importance of finding the right location.”

As part of its expansion plan, Gymshark is also eyeing US stores as it looks to double down on its biggest market.

“The US is our biggest market and also our biggest opportunity,” Francis explained. “It’s the biggest fitness market in the world, and our goal is to become a globally iconic British brand. We want to be known not just online but across all facets of the market, and that requires a strategic presence in key locations.”

Each new store will be designed to host specific events, and meet-and-greets, ensuring that Gymshark’s community-building efforts are consistent worldwide.

“We want to take learnings from our existing stores but also adapt to local nuances,” Francis said. “In the US, stores might look slightly different due to product or local preferences, but the core experience of community and high-quality products will remain the same.”

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