Adidas to open first concept store at Bluewater

Sportswear giant Adidas is to open its first European technology-led concept store at

Bluewater shopping centre in Kent this spring.

The 5,484 square foot store will open on the lower Thames Walk, and will sit next to Victoria’s Secret, which also opens this spring.

Guy Thomas, head of retail leasing at Lend Lease, said: “We have a key focus on creating brand-led statement stores at Bluewater, and Adidas is the latest in a succession of leading international retailers to do so. Their decision reiterates Bluewater’s role as the destination of choice for innovative brands wishing to create a dominant presence in the UK.

“In addition, Adidas further strengthens our sportswear offer and the new breed of retail experience offered by fitness brands, including the recently opened Reebok Fitness Hub.”

Adidas is the latest in a number of international and premium brands to have recently opened or signed at Bluewater. In total 36 new retailers committed to Bluewater last year, and a further 25 invested in store refurbishments.