French mountain sports brand makes UK debut with two London stores

Salomon, a French brand specialising in mountain sports apparel, has made its UK debut with two new stores in London.

The brand has opened its first flagship store in the UK at Covent Garden’s The Yards. Located at 125 Long Acre, St Martin’s Courtyard, the 3,268 sq ft store offers the Salomon’s range of footwear, apparel, and equipment for mountain sports including running, hiking, skiing, and snowboarding.

In addition to the Covent Garden store, Salomon is set to open its first ‘Sportstyle’ store in the London neighbourhood of Soho later this month, offering an extensive range of the brand’s footwear. Located at 18 Broadwick Street, the 1,500 sq ft store will look to further strengthen Soho’s offer, sitting a stone’s throw away from fellow international retailer Axel Arigato, as well as brands which have made national debuts in the neighbourhood, such as PANGAIA and Adidas Originals.

Jamie Thipthorpe, asset management director at CBRE, on behalf of Longmartin Properties, said: “Salomon’s selection of The Yards, Covent Garden, for its debut UK flagship, cements the destination’s reputation as the first-choice location for first-class brands.

“In line with The Yards’ ethos, Salomon focuses on transforming and enhancing its customer’s experiences and we are excited to bring this to life in its first UK brick and mortar store. Its debut will also complement the thriving community of leading sporting and athleisure retailers found in the destination. We have no doubt that this innovative and dynamic brand will thrive in our community and are delighted to have opened the doors to our visitors.”

William Oliver, retail leasing director at Shaftesbury Capital, added: “Salomon bringing their Sportstyle concept to Soho is another significant addition to the destination. We are always actively seeking retailers that are both different and complementary to what the neighbourhood already has, while speaking to current consumer trends, with Salomon aligning perfectly on all fronts. International brands continue to select Soho to introduce new concepts in the UK, as Salomon joins the likes of Axel Arigato and Aime Leon Dore in doing just that, and we build out a diverse, globally revered collection of lifestyle retail. It’s a sign of the destination’s ability to attract the customers that provide a foundation for success, and our role as a collaborative and innovative landlord that understands the needs of a new entrant.”

Pascal Clausse, vice president of Global Retail for Salomon, said: “We are delighted to announce the first Salomon brand stores in the United Kingdom! These two openings in The Yards and Soho, London, a city that is known for its connection to both the outdoor and the fashion world, are another step in Salomon’s retail expansion, following recent openings on the Champs-Elysées in Paris and in the SoHo district in New York.