[Exclusive] Shackelton flagship store opening, London

British performance apparel and expedition experiences brand, Shackleton, celebrated the grand opening of its new flagship store on London’s prestigious Piccadilly, 214 Piccadilly, last night.

This store is poised to become the epicenter of global exploration right in the heart of central London.

Shackleton, inspired by the legendary polar explorer Sir Ernest Shackleton, is on a mission to inspire, prepare, and equip individuals to embrace life’s challenges.

Martin Brooks, Co-founder and CEO of Shackleton, expressed his excitement, stating, “Shackleton has significant momentum in the UK and globally, and it is important for us to have a central base that not only gives consumers the chance to try Shackleton apparel in person but also learn firsthand about our life-changing experiences from the record-breaking leaders that guide them.”

The launch of this new flagship store was a remarkable occasion, gathering members of the Shackleton community, Shackleton Challenges clients, and prominent explorers and adventurers. Wendy Searle, the seventh woman in history to ski solo, unsupported, and unassisted to the South Pole, hosted the event.

During the event, Shackleton introduced two groundbreaking initiatives in support of female explorers. The first was the Women’s Polar Skills Challenge, led by Expeditions Manager Wendy Searle, aimed at encouraging more women to participate in polar exploration. The second was the CHALLENGER Expedition Pulk Suit, presented by Creative Director Bella Hepworth and Product Director Sara Lewis, designed specifically for and by women.

In addition to these exciting announcements, the Antarctic Fire Angels, George and Bex, who are embarking on their own Antarctic expedition next month, were celebrated at the event, equipped with Shackleton gear. Shackleton’s brand purpose, to inspire, enable, and equip people to Live Courageously, was vividly brought to life through these initiatives.

The Shackleton flagship store offers an immersive experience, combining high-performance products, expedition experiences, heritage assets, and a space for explorers and adventurers to meet and plan their next challenge. Visitors have the opportunity to explore Shackleton’s Autumn/Winter 23 collection, including expedition-grade performance apparel, knitwear, and accessories. This collection includes the brand’s first women’s offering, featuring the world’s first Polar Expedition Pulk Suit designed specifically for women.

Guests also had the chance to engage in face-to-face conversations with the record-breaking members of the Challenges expedition team. These experts shared insights into the wide range of Shackleton Challenges available, from Polar Skills training to Alpine summits, with many more thrilling adventures on the horizon.

The grand opening of the Shackleton flagship store on Piccadilly was a testament to the brand’s dedication to promoting courage, exploration, and gender diversity in polar exploration. The evening was filled with excitement and inspiration, bringing together a remarkable community of explorers and adventurers. Shackleton is proud of its vision, ambition, commitment, and hard work, which have culminated in the establishment of this remarkable flagship store.

The store experience brings Shackleton’s brand purpose to life – to inspire, enable and equip people to Live Courageously.

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