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Adidas to open Originals flagship in London

Adidas is opening its first Originals flagship at 15 Foubert’s Place in London this August.

The 2,734 sq ft store, in a former Jones Bookmaker unit just off Carnaby Street, comes after the closure of two smaller Adidas Originals stores at 9 Earlham Street and 6 Newburgh Street on March 15.

An Adidas spokeswoman said staff from both the Earlham Street and Newburgh Street stores have been relocated to other Adidas stores in London. The brand has one other Originals store in the UK, in Liverpool.

Adidas is pushing retail expansion as a major part of its overall growth strategy.

Michael Stanier, chief sales officer at Adidas Group, has previously told Drapers retail was “without doubt at the heart of growth going forward for the Adidas Group”.

He added: “It is important that the brand is consistent and the DNA of Reebok and Adidas is translated to our consumers. The best way to do that is through retail.”

In April, the sportswear company opened an interactive ‘HomeCourt’ store in Kent’s Bluewater shopping centre, which followed the launch of the concept in February in Beijing.

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