Ecommerce

Gymshark’s First Physical Store Is a 'Cathedral' to Its Brand

London space puts community and experiences at its heart

Mannequins on display in Gymshark's London Regent Street Store — The mannequins in the store reflect real brand ambassadors, showcasing the community at the core of Gymshark's business.Gymshark

October 28, 2022

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Gymshark is bringing the online, offline. The British brand’s first brick-and-mortar space has just crashed into London’s Regent Street, featuring racks, a “sweat room,” green juices, VIP personal shopping and more.

“I want to create a 100-year brand here,” Gymshark CEO Ben Francis said as he gave Adweek a tour of the space. “I want this brand to live longer than I do. To do that, we need to invest consistently in it through economic cycles good and bad, through periods when retail flies and when it doesn’t.”