schuh, the leading fashion footwear retailer, has opened its new adult and kids hybrid store at Westfield London White City on 13th December 2024. Located on the upper level of the shopping centre, the store spans nearly 2,800 square metres and offers an extensive range of best-selling brands alongside schuh’s exclusive own-label collection.
The new store is designed to foster self-expression, with collections presented in a gender-neutral format. Enhanced technology improves the shopping experience, including a to-the-floor conveyor system, the first of its kind in a schuh store, which delivers products directly from the stockroom to the shop floor. Staff have also received disability confidence and autism awareness training to ensure a welcoming environment for neurodiverse and disabled customers.
To celebrate the opening, schuh hosted a series of engaging in-store experiences. Partnering with London-based waste design studio Are You Mad, customers who purchased new shoes on opening day could personalise them with upcycled lace charms crafted from repurposed materials.
In collaboration with ASICS, the store showcased a multi-sensory installation inspired by ASICS’ Sound Mind, Sound Body philosophy. The immersive experience featured ambient sounds, mood-boosting fragrances, and soft lighting, along with an interactive breathwork guide to promote mindfulness and relaxation.
The opening day also featured a mental wellness walk led by City Daze, a conscious walking club co-founded by happiness consultant Zoe Mallett and mindfulness practitioner Rose Eskafi. Starting at the new schuh store, the event aimed to foster connection, self-reflection, and mindfulness within the community.
The new Westfield White City store brings schuh’s London footprint to six locations and marks its 124th store overall. In 2024, schuh continued its expansion with new stores in Liverpool, Broughton, and Ireland, while upgrading several locations in prominent shopping centres, including Westfield Stratford and Bluewater.
The opening of the Westfield White City store highlights schuh’s commitment to innovation, inclusivity, and engaging customer experiences.
