Online running and outdoor gear retailer Sportsshoes.com will open a 5,000 sq ft flagship store on Shoreditch High Street in London during early March.
The three-storey venue, named House of Sportsshoes, will operate as a digital-first destination featuring products from brands including Nike, Asics, New Balance, Adidas and Hoka.
The store will use a model where customers try on products in-store before completing a digital purchase for next-day delivery from the company warehouse.
It will include a dedicated events floor for athlete experiences and a running lab featuring gait analysis technology to assist customers with shoe selection.
The Shoreditch site will also host a programme of activity linked to the TCS London Marathon, which takes place on 26 April.
Radio-frequency identification technology will be used within the store to display technical performance features of shoes on digital screens for customers.
The move follows a period where the retailer engaged with seven million consumers through 100 activation events at various international marathons and festivals.
Established in Bradford in 1982, the company reported a record turnover of £93.3m for the year ended 28 February 2025, representing a 4% increase.
Managing director Brett Bannister said: “We regard ourselves as unrivalled in running so when we started the ideation for House of Sportsshoes our objective was to create an unrivalled physical retail experience in our space.
“We chose Shoreditch because of its deep connection to London’s running culture and the strong community of run clubs in the area. Our flagship store will be the apex of us integrating our digital ecosystem with a physical location and range of complementary experiences, making it unlike any other running retailer’s offer.”
