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Esprit launches 'Futura' innovations hubs in London and New York

Jeremy Lim
23 September 2022

Esprit is making its comeback to the UK and US markets with the launch of two new flagships in London and New York.

The new "hubs", which combines both retail and research under the brand's Esprit Futura concept, allows customers to interact with the brand through in-person apparel, online experiences, "immersion into the Esprit universe" and other engagement experiences.

The London location is scheduled to open before the end of 2022, and the New York location is slated for first quarter 2023.

The London store will be a dedicated "global customer experience innovation hub", focusing on studying unique customer experiences as the company aims to strengthen its omnichannel retail reach. The New York location will be geared to global creative design as the label seeks to rebrand itself.

In addition, the Esprit Amsterdam tech and denim innovation hub, which opened earlier this month will be tasked with looking at new digital solutions, portfolio management, global operations and infrastructure as well as denim research.

The innovation hubs are part of the group-wide digital strategy to reinvent customer engagement experiences by turning data into insights whilst fuelling the brand’s global expansion.

William Pak, Chief Executive Officer at Esprit said: "Esprit is in the process of transforming into a truly global company with the creative minds and processes in key cities enabling consumers to be connected to the brand on a multi-dimensional level. This enables Esprit to adapt to major challenges in fashion and the macro environment in order to propel into the future. Creating an exciting customer experience with smart design and a connection to the brand is an exciting path forward for Esprit.

"With Esprit Futura, we are committed to leveraging digital, innovation, and cross-sector collaboration to enhance customer experience and empower circularity in the fashion world. We look forward to proactive collaboration with experts, designers, and start-ups within the fashion ecosystems and beyond at our innovation hubs."

The openings are part of a group-wide strategy overhaul led by Pak, who took the reins as CEO in March this year.

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