Salomon, the outdoor sports lifestyle brand, has launched two new flagship stores in London. Located at The Yards in Covent Garden, the first store has already opened, with a second at Soho set to debut on 14 November.
The new Covent Garden store is situated at 125 Long Acre in St Martin’s Courtyard, offering 3,628 square feet of Salomon’s extensive product range. Visitors can explore outdoor essentials from footwear and apparel to winter sports gear. In addition, the store features a wall dedicated to the brand’s sought-after Sportstyle footwear, emphasising Salomon’s growing popularity within both sports and fashion circles.
Salomon celebrated the store’s opening on 1 November, hosting an event featuring a community run with Unsanctioned Athletics, a live DJ, and product raffles. Pascal Clausse, VP of Global Retail at Salomon, commented on the London expansions:
“We are delighted to announce the first Salomon brand stores in the United Kingdom! These two openings in The Yards and Soho, London, a city that is known for its connection to both the outdoor and the fashion world, are another step in Salomon’s retail expansion, following recent openings on the Champs-Elysées in Paris and in the SoHo district in New York,” said Pascal Clausse. “As a 77-year-old mountain sports brand that was born in a small workshop here in Annecy in the French Alps, these new brand stores in London are a wonderful opportunity to share our passion for the mountain sports lifestyle with our growing community in the capital’s most recognised shopping districts.”
The Covent Garden flagship includes high-tech features, such as 2D foot scanning and a ski boot customisation oven. Staff carry smartphones for easy Tap2Pay transactions, reducing wait times, while customers seeking unavailable products can order via an “endless aisle” online system that delivers across England.
Jamie Thipthorpe, Asset Management Director at CBRE for Longmartin Properties Ltd., commented:
“Salomon’s selection of The Yards, Covent Garden, for its debut UK flagship, cements the destination’s reputation as the first-choice location for first-class brands. In line with The Yards’ ethos, Salomon focuses on transforming and enhancing its customer’s experiences, and we are excited to bring this to life in its first UK brick and mortar store. Its debut will also complement the thriving community of leading sporting and athleisure retailers found in the destination.”
Salomon Soho: A New Sportstyle Hub
In addition to Covent Garden, Salomon will open a dedicated Sportstyle store in Soho on 14 November at 18 Broadwick Street. This Soho location, covering 1,500 square feet, is set to showcase Salomon’s largest collection of Sportstyle footwear, including special collaborations and models from the ADVANCED line, featuring designs like the popular XT-6.
The Soho store will also offer Tap2Pay for fast transactions, as well as an online ordering system for broader availability. Situated among premium fashion brands, this store places Salomon alongside other renowned sportswear and athleisure retailers, enhancing its visibility in London’s fashion-forward retail environment.
Salomon’s dual-store expansion highlights the brand’s commitment to the UK market, joining flagship stores opened this year in Paris and New York City.
