In Pictures: An exclusive look into Gymshark's new London concept store

Gymshark has officially "completed the trinity in London",  adding Westfield White City to its existing store portfolio of Westfield Stratford and Regent Street. The new store reflects an "evolved concept" bringing touches of local personalisation to the space.

Did you know Westfield was built on top of a famous 1930s race track? This is what inspired the 9,000 sq ft store's colour scheme and design.

The new space is based on Gymshark's Core Plus concept with adjustable lighting and textures, giving it a gym-like feel.

From a layout perspective, shoppers are welcomed to the hero collections Vital and Power as they enter.  The store is then segmented into clothing for conditioning, lifting and the all-important rest days. It also features a wall for its array of leggings and shorts. Meanwhile, mannequins showcase a mix of best sellers, newness and store exclusives.

Hannah Mercer, General Manager of Wholesale and Retail, told TheIndustry.fashion: "I’m so excited to see the doors open at Gymshark’s latest permanent core store at Westfield White City. We’ve done Central, we’ve done East, and now that we’ve done West, it feels like we’ve completed the trinity in London.

"The store looks incredible and is a testament to all the hard work of the team to get us to this point. It’s a truly beautiful destination and I can’t wait to welcome our community from Saturday."

Gymshark isn't just expanding its presence on UK soil. Last month, the sportswear brand revealed it will be opening its much-anticipated first US flagship store at 11 Bond Street in New York "later in 2025".The 13,000 sq ft space over four floors will follow on from its recent pop-up in the city, which ran until 1 February.

The pop-up before permanent store strategy is similar to what the UK gymwear brand took in the UAE, its first location outside of the UK, having opened a 4,300 sq ft store at The Dubai Mall last month following a temporary tenancy at the same destination.