Saucony makes strides with pioneering store at Covent Garden
Saucony has opened its debut full-price UK store at 4 James Street in London’s Covent Garden.
The performance running and lifestyle brand’s new location spans 3,695 sq ft across two floors, offering a range of footwear. It features dedicated spaces for community events, an in-store coffee station, a community wall, and 100 lockers for runners to store belongings.
Saucony joins a number of high-calibre brands on James Street, such as Swatch, HOKA, and Charlotte Tilbury, which recently upsized its upsized store. The wider Covent Garden estate is also home to a host of other activewear brands, including Alo Yoga, Arc’teryx, and Peak Performance.
William Oliver, director of retail and restaurant leasing at landlord Shaftesbury Capital, said: “Saucony’s opening is an exciting step for James Street, cementing its position as a world-class retail hotspot. The opening reflects Covent Garden’s position as the go-to for global brands to showcase their flagship stores in an iconic setting, adding even more diverse, innovative options that align perfectly with our leading retail offer. Saucony joins the ranks of Covent Garden’s leading sportswear brands, including Alo Yoga, HOKA, Peak Performance and Arc’teryx.”
Cameron Black, vice president and general manager at Saucony EMEA, added: “Choosing Covent Garden for our pioneer store was a natural decision. Saucony is a community-driven brand, and this immersive store reflects our commitment to enhancing the running experience. Situated in the heart of Covent Garden on James Street, the new store allows us to connect with the neighbourhood’s vibrant community. More than just a retail space, the store serves as a cultural hub for London’s running lifestyle community.”
Saucony joins the recently-opened Swatch on James Street. The watchmaker relocated from its previous space to a larger 1,400 sq ft unit at 11 James Street.