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UK debut for Swedish firm

Swedish footwear retailer Sneakersnstuff is poised to open a London store, the first step in its overseas expansion.

The business, which has two stores in Stockholm and Malmö, is in talks to sign a 4,000 sq ft unit on Shoreditch High Street.

Sneakersnstuff told Drapers it was taking a Shoreditch unit and would soon consider opportunities for stores in Paris, Berlin and other major cities outside Europe.

The retailer, which stocks brands such as Nike Jordan, Adidas and New Balance, was founded as an etailer in 1999 by Erik Fagerlind and Peter Jansson. About 25% to 30% of its business comes from its two bricks-and-mortar stores.

Mubi Ali, general manager of Asos-owned trainer website Crooked Tongues, has been recruited to run the UK operation. Ali is a previous account executive for Nike Sportswear.

Fagerlind told Drapers the business viewed London as “the capital of Europe” and a natural stepping stone for global growth.

He did not rule out further UK stores but said expansion in other territories would take priority.


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