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FitFlop opens first UK store at Westfield London

Tom Bottomley
30 June 2022

Ergonomic and wellness footwear brand FitFlop has today opened its first UK store at Westfield London in Shepherd’s Bush.

The 629 sq ft store marks the beginning of a worldwide expansion programme and roll-out of freestanding stores and new retail concepts for the brand, as “physical retail is an integral part of the company’s mission” to deliver an enhanced brand experience to customers and reach new audiences.

The minimalistic design features neutral shades of greys, whites, and mirrored surfaces, contrasted against oak and brown suede to offer a clean and modern backdrop that allows product to take centre stage.

The shop fit features bespoke units and a custom-made central table “that appears to float above the floor”, creating an illusion of a larger floor space.

FitFlop CEO, Gianni Georgiades, said: “Our company was founded upon customer-first principles of creating product that delivers a game-changing footwear experience. As we look to evolve and grow our brand in the wellness space, experiencing and engaging with our product in real life is fundamental to us.

“We want to bring our customers on a journey, showcasing the breadth of our product as a wellness lifestyle brand and bringing our USP to life in the physical realm.”

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