German sportswear retailer BSTN to open debut UK store

By

Nigel TAYLOR

Published
Jan 21, 2022

Premium German sportswear retailer BSTN is to open its first first international store in the UK in April. It has signed a 10-year lease to open a 3,432 sq ft unit in Brixton, south London.

Although the brand operates a highly established e-commerce operation in Europe, BSTN said it has prioritised opening a debut bricks & mortar store in the UK, “and Brixton Road in London is the ideal location for this” it said.

The area is known for its vibrant covered market arcades holding dozens of niche independent retailers.

A soft opening in a non-city centre location will give the high-profile digital retailer an opportunity to test the physical market. Meanwhile, local stores, which have build strong followings in the post-pandemic period should benefit from the extra boost an established high profile brand not yet seen on the high street.

Roberto Aufiero, CEO and co-founder of BSTN Store, said: “We’re thrilled to start the next chapter of BSTN’s journey by expanding our unique premium sportswear philosophy to London. We’re looking forward to getting even closer to our community and will do our very best to make a positive contribution to the neighbourhood.”

Olly Eades, retail surveyor at property company Savills, noted the brand would be a strong addition to the local retail landscape: “BSTN is quickly becoming one of the most high-profile sportswear brands in Europe, with exceptionally strong sales figures and a world class social media following.”