by Annie Vischer
Nike is set to open its first women’s only store in the UK. It will open on London’s King’s Road in May and will feature female-focused layouts, displays and designs.
The location will also be used as a location for more of their NTC events and fitness classes.
The concept has already been trialled in New York and Shanghai.
It’s a clever move, but an inevitable one. In terms of womenswear sales their competitors are growing and fast. The likes of Sweaty Betty, Lulu Lemon, Lorna Jane, Fabletics and higher-end lines like Charli Cohen, Lucas Hugh and Bodyism target their female customers directly, with boutique-esque little stores filled with pastel shades, eye-catching accessories, and free yoga classes. They’re far removed from the music-pumping Nike Town megastore, but their sales are going through the roof.
The store will offer bespoke services such as pant hemming, bra fitting, Gait Analysis and NIKE iD. Giving customers a personal experience and providing them with product unique to their style and fitness needs.
The store will act as a female fitness hub offering free Nike+ Training Club Classes and Nike+ Run Clubs on a weekly basis, as well as hosting individual sessions around key moments in London’s cultural calendar.
With a Kings Road location Nike will find itself at the centre of yummy-mummy and Chelsea girl attention, the perfect starting point for their soon-to-be flourishing girl gang.