Asics opens its largest flagship store yet on Regent Street

By

Isabelle Crossley

Published
Aug 4, 2017

Asics opened the brand’s largest store yet, the Asics Regent Flagship, on 249-251 Regent Street in the heart of London on August 2.

The store is close to the Oxford Circus metro station and is located on Regent Street, surrounded by the flagship stores of a number of other apparel brands. The store's 840 square meters are spread over three floors, and it will be the first directly-managed Asics store featuring all four of the Asics brands: Asics, Asics Tiger, Onitsuka Tiger, and Haglöfs.

The interior will feature indoor plants, natural wood furniture, and LED lighting. A free-of-charge juice bar has been set up and the shop has been done up as a natural and inviting space. The store will also see the launch of Asics Motion ID, robotic shoes that analyse the posture when walking, using a movement system and sensors.

Following the Regent Street opening, the opening of similar stores selling Asics’ multiple brands will be accelerated across other major world cities. The aim is to offer a shopping experience where flagship stores and franchises, e-commerce sites and brick and mortar stores are all seamlessly connected. It is anticipated that this will roll out the expansion of the brand’s image and increase sales.