Dr. Martens selects Camden as the location for its new base and concept store

Dr. Martens is set to open a new concept store and revamp its European headquarters in London's Camden Town. The British footwear brand has signed two leases with Market Tech to open a new, innovative concept store in Stables Market and upgrade its current European headquarters in Camden Town.

Dr. Martens is set to take over two floors, spanning 23,470 square feet in Camden Wharf, which will be redeveloped to house the brand's London Showroom and bring its three existing offices in Camden Town under a single roof. "Relocating our European head office to Camden Wharf allows us to get all our functional teams under one roof in an area long associated with the Dr. Martens brand," said Steve Murray, CEO of the Airwair International Group which operates the Dr. Martens brand.

In addition, Dr. Martens has also signed a lease for the Grade II listed Tack Building in the Stables Market, which is set to become the footwear brands most innovative store to date. The new concept store is set to house a number of "firsts" for the brand, such as a music space developed together with amplification specialists Marshall and a in-store footwear customisation area. The store will also feature a unique virtual reality experience which will showcase memorabilia from both Dr. Martens, music legends and celebrities who have worn the footwear brand for years.

"It was important to us that our new location gives us the opportunity to stay connected to the people who wear our product and who embrace the diversity and individuality our brand represents," added Murray. "In that sense, Camden Town is truly the perfect choice and we’re delighted to have found such a fantastic location. An added bonus is that opening a store in the Stables will give us a platform to go beyond normal retail and experiment with some new concepts which we’ll use to enhance the brand experience for our many loyal followers”.

Charles Butler, CEO of Market Tech, said:"Dr. Martens is a British fashion institution that already has strong links with the area. The fact that Dr. Martens has chosen to support its ambitious growth plans and pioneer an experiential new retail format in Camden is a strong endorsement of what the area has to offer."

Photo: Courtesy of Dr. Martens