Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

The Sports Edit taps into growing sportswear market

A venture capitalist is making his first foray into the sportswear retail market with a store in London’s Chelsea, an online store and an own-label brand.

The 1,000 sq ft store at 172 Fulham Road will open on August 6 alongside an ecommerce site with a strong focus on content, covering active fashion, wellness, nutrition, yoga, Pilates and sports psychology. 

The store, launched by Nick Paulson-Ellis, will stock collections for both men and women, with prices ranging from £20 for an Under Armour T-shirt to £200 for leggings from Lucas Hugh. Other launch brands include ALO Yoga, Charli Cohen, Every Second Counts, Falke, New Balance, Spiritual Gangster, Onzie and Zobha.

The store will also introduce an own-label brand called Salt, which comprises 10 womenswear styles and eight menswear pieces, designed with a clean and contemporary look using technical fabrics made in Europe.

The Sports Edit’s founder Paulson-Ellis said: “There is a huge amount of innovation and creativity currently going on in sportswear and The Sports Edit will offer a much-needed specialised retail platform for these brands, several of which lack any real UK exposure.”

The store will host various community events and collaborate with local gyms such as Lomax. 

Paulson-Ellis, who was most recently co-head of emerging market equities at international investment banking group BESI, is targeting a further five stores across London after the initial launch.


Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.