Skechers has made a welcome return to London’s Oxford Street after a four-year hiatus.
The California-based shoe brand opened its new European flagship last week. The 7,290 sq ft store at 44-46 Oxford Street features the 25-year-old brand’s latest shopfit, which was introduced into new stores in the UK and Europe last year. The sanded floors, exposed brickwork and metallic light fittings originated in Skechers stores in the US and have made their way across the Atlantic to bring continuity to its retail outlets globally.
The shop is divided by gender first and foremost – men’s on the right and women’s on the left – and then by category, ranging from casual, fashion to performance and seasonal. As they enter the store shoppers are greeted by the brand’s lifestyle product.
On the women’s side, bestselling trainers with woven uppers in fluorescent colours (£59) pop against the pale display unit. Fashion product, including wedges (£49) and ponyskin slip-on loafers (£54), also take pride of place.
For men a vast array of casual styles are displayed floor to ceiling,ranging from leather trainers in black and brown (£77) to more trend-led high-top styles (£69).
The middle section of the store houses the firm’s performance gear. The label’s bestselling Go walk (£59), Go Run (£84), Go Golf (£77) footwear styles make up most of the display.
The jewel in the crown of the new shop, however, sits in the middle of this section: this is the first and only store in the UK to stock Skechers clothing line. The collection – which is not available online or through wholesale – comprises sportswear for both men and women, including reversible bomber jackets (£64), fold-up windbreakers (£67), running leggings (£52) and vests (£24). The brand plans to gradually roll the clothing range across its other retail stores in the UK.
Towards the back of the shop seasonal product is displayed on the left hand side. In the summer months this includes espadrilles (£44) sandals (£49) and flip flops (£39) which will give way to boots in September. On the right-hand side lies the children’s corner, where the wall displays are lined with eye-catching blue and green fluorescent lights for boys’ footwear, and pink and purple lights for girls.
All categories across the store are topped with corresponding branding to show the distinct sections, making it easy to shop.
The flagship is a sign of intention by the brand, which is making a play for the sportswear market, and the central London location brings the label back to the heart of UK shopping and into the minds of consumers.