Checking out Gymshark’s Covent Garden pop-up store
Pureplay fitness clothing brand Gymshark has launched a month-long pop-up (via Storefront and powered by Shopify) in London’s Covent Garden.
In a statement on its website, Gymshark said: “For four weeks, we're bringing our URL to IRL with our very first retail-focused store. Expect to find the shop refreshed with new releases every week, plus a few core staples.”
Retail analyst and RTIH Innovation Awards judge Tiffany Lung checked it out and wasn’t hugely impressed.
“Some elements of the pop-up…Experiential: Partnered with local fitness studio GymBox, the basement of the store holds a space to host two classes a day. Live DJ booth and events with influencers on opening day. Product drops: New product releases every Monday,” she said in a LinkedIn post.
“Gymshark’s existing client base and Gymbox's trendy clientele is a harmonious match and these initiatives are a great way to keep customers returning to the pop-up for the four consecutive weeks,” she added.
Somewhat surprisingly, as it is known to be a ‘sold-out’ brand, there were no ‘snake queues’ nor has there been much in the way of sharing on social media. “The store was very plain with many temporary fixtures and empty shelves. There was also one curvy mannequin in the corner as an attempt for inclusivity,” Lung commented.
“This was definitely a surprising experience that did not live up to the brand’s hype. Hopefully they will nail their omnichannel strategy by their first retail store,” she concluded.
The pop-up follows Gymshark being named the UK’s fastest growing fashion brand internationally on The Sunday Times HSBC International Track 200. It was ranked 18th for 2020 after seeing an average increase of 115.7% in international sales in the last two years. The venture’s international sales reached £143.5 million, while total sales were £176.2 million.
