British heritage brand, Belstaff, is embarking on a significant expansion by opening new stores in key European locations.
- Celebrating its centenary, Belstaff aims to revitalise its retail portfolio with a modern architectural approach.
- The flagship store on London’s Regent Street, reopened with a fresh design concept, will serve as a template for future stores.
- Upcoming store openings are planned in Edinburgh and London, along with Germany and Spain, indicating a strategic growth direction.
- Belstaff’s focused store expansion is aligned with their objective to target younger demographics and enhance brand presence.
Belstaff, a name synonymous with British heritage and fashion, is set to mark its 100-year milestone with ambitious plans to expand its retail footprint. The brand is eyeing new locations in Edinburgh, London, Germany, and Spain as part of this expansive drive, reinforcing its commitment to broadening its market presence across Europe.
The recent revamp of Belstaff’s flagship store on London’s Regent Street epitomises the brand’s new design ethos, aptly termed as the ‘future garage’. The store’s updated look, featuring clay walls, stark lighting, and smoke-hued ceramic tiles sourced from Stoke-on-Trent, creates a minimalist backdrop where products take the centre stage. This revitalised store concept aims to attract a younger audience by allowing the merchandise to shine.
The commercial director of Belstaff, Kerry Byrne, highlighted the strategic shift in store aesthetics which now prioritises the products over the store’s fixtures. “We wanted to pare it back and let the products breathe,” Byrne stated, emphasising the brand’s commitment to aligning its physical spaces with the evolving consumer expectations.
This modern store format is not limited to the Regent Street location. Belstaff has already implemented similar designs in its Cheshire Oaks store and plans are underway to update several other sites, including the Manchester store set to open in August and a Glasgow location later in the year. Each redesigned store is expected to embody core elements of the Regent Street blueprint while adapting to the unique characteristics of their respective locales.
Internationally, Belstaff is setting sights on opening dedicated full-price outlets in key cities such as Düsseldorf, Frankfurt, and Madrid. Byrne expressed enthusiasm about the brand’s growing success in Spain, notably Madrid, which has been identified as a priority location. Additionally, plans are in place to trial pop-up stores in York to gauge market response, with potential for permanent establishment based on performance.
Financially, Belstaff has shown a reduction in losses despite a drop in revenue. Under the ownership of Sir Jim Ratcliffe’s Ineos since 2017, the company’s latest financial year reported a narrowed loss of €2.2m (£1.9m), down from €4.9m (£4.1m) in the previous year. The strategic focus on “retail growth within the next three years,” as Byrne articulated, reflects a calculated approach to leverage physical stores as a “key growth pillar”.
Belstaff’s strategic expansion underscores its dedication to revitalising its brand and enhancing its retail presence across Europe.
