Asics to open European flagship store in London

Sportswear brand Asics is to open its biggest European

flagship store on London's Oxford Street in the run-up to the London Olympics this summer. The 7,000 sq ft store will mark the brand’s second store in the city and the fourth in Europe, and will showcase the brand’s collection of footwear and apparel.

The key highlights of the store will be its offering for runners including a state-of-the-art running lab featuring biomechanical analysis systems. Customers will also be able to take advantage of professional running advice and join a running club.

Fernando Pina Mulas, head of retail at Asics Europe B.V. said: "After the great success of our first store on Argyll Street, W1, we feel confident that Oxford Street is the right place to open our biggest European Flagship.

“The retail concept will deliver a total and unique brand experience to our consumers. The environment and services will showcase all our running and sports performance products at their best."

Alistair Cameron, CEO of Asics Europe B.V. added: "The opening of a Asics store in London during a summer where all eyes are on sporting success will reflect our position as the true sports performance brand.