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Sneaker store Pam Pam steps into Shoreditch

Pam Pam, a new trainer focused women’s-only lifestyle store, has opened in Shoreditch.

The 1,500 sq ft store located at a former hairdresser’s at 129 Bethnal Green Road features 12 footwear brands including top tier accounts from Adidas, Reebok, Saucony and New Balance.

The store is owned by Bethany Heggarty and Rio Holland, who were managers at menswear independent Number Six, founded by co-founder of men’s trade show Jacket Required and menswear agent Mark Batista.

Heggarty told Drapers the shop was launched in order to capitalise on the growing demand for women’s sportswear.

“Girls were always coming in [to Number Six] and asking for shoes in their size and there really wasn’t anything with such a premium offer [for women] in the UK, they just weren’t catered for in the sneaker department. The brands were very excited when we spoke to them about the store as they realised that women’s footwear an area they really need to focus on,” she explained.

The shop also features eleven clothing brands - including Australian brand Vanishing Elephant, Libertine Libertine, Kings of Indigo and Penfield - as well as a jewellery and lifestyle offering.

The store, which opened on March 1, will launch its transactional website this weekend.

A Shopwatch feature on the new Pam Pam store will appear in the March 21 issue of Drapers, and will be available online a few days before.

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