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.