Gymshark continues its retail expansion with a new store opening at Westfield Stratford, following the success of its Regent Street location.
- The brand aims to become a globally recognised name, with strategic physical presence in key locations worldwide.
- CEO Ben Francis emphasises the importance of community-focused events and customer engagement in physical stores.
- Despite initial challenges, Gymshark has adapted successfully from an online to a physical retail model.
- The company remains committed to its British roots while exploring significant opportunities in international markets.
Since its inception in 2012, Gymshark has been a trailblazer in the fitness apparel industry, leveraging its digital-first approach to reach a global audience. The brand’s new venture into physical retail began in 2022 with its first store on Regent Street, which surpassed expectations in terms of commercial performance and community engagement. CEO Ben Francis expressed astonishment at the store’s success, highlighting the effective integration of events that brought the community together and enhanced the in-store experience.
The success of the Regent Street store has informed Gymshark’s strategy for further expansion. Ben Francis reveals that future store locations will be chosen meticulously, focusing on areas with high customer engagement potential. The brand is exploring opportunities in the UK, US, and Europe, driven by a commitment to find high-quality sites that can truly represent Gymshark’s ethos. In particular, the US market is seen as a vital growth area, given its size and relevance in the fitness world.
Francis notes that each Gymshark store will maintain the company’s core values of community and high-quality products, while adapting to local market preferences. This includes hosting events and athlete meet-and-greets that resonate with local customers, aiming to replicate the vibrant community feel that made the Regent Street store a success. The new Westfield Stratford location is expected to offer a more product-focused shopping experience, enhancing the brand’s reach and visibility.
Despite the focus on physical growth, Gymshark remains steadfastly British, anchoring its identity and operations in the UK. This commitment is demonstrated by the launch of its ‘We Do Gym’ brand platform, which reiterates its focus on gym-specific products, distancing itself from the broader athleisure market. Francis stresses the importance of maintaining a strong community by resisting overexpansion, instead refining the brand’s core offerings to ensure clarity and excellence.
Gymshark’s collaboration with Selfridges further exemplifies its strategic approach to retail. This partnership allows Gymshark to engage a different consumer demographic, showcasing its premium and mainline products in a globally recognised department store setting. The appointment of Hannah Mercer, former Adidas executive, to oversee wholesale and retail growth reflects the brand’s commitment to becoming an omnichannel entity. As the brand scales internationally, it remains dedicated to balancing physical and online presence, elevating Gymshark’s status in the global market.
Gymshark is forging a path towards global retail presence while upholding its British identity and enhancing community engagement.
