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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 Olympics this summer.

GENERAL MERCHANDISE

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 Olympics this summer.

As well as showcasing the brand’s collection of footwear and apparel, the 7,000 sq ft store will offer runners access to a state-of-the-art running lab featuring biomechanical analysis systems. Customrs 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. The store allows us to bring consumers unrivalled service, products and advice for consumers at a time where performance in sport is a key focus. Bringing cutting-edge technology and facilities from our Research Institute in Kobe directly in-store for consumers to experience will strengthen our unique customer loyalty and dedication to helping all levels of sports performers achieve their goals."

The new Oxford Street store will be the second Asics store in London and the fourth in Europe.

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