Men’s sportswear indie Suka Sport will open its first store this week in an effort to cash in on the 2012 Olympic Games.
The London store, which is co-owned by Yolanda Hinchliffe, a former area manager at women’s activewear retailer Sweaty Betty, was due to open on Beak Street in Soho as Drapers went to press.
Suka Sport, which is also launching a transactional website at www.sukasport.com, will stock performance sports brands such as ZeroRh+, Saucony, Brooks, 2XU and Aether Apparel, as well as its own brand, Suka Yogawear.
The Beak Street store, which focuses on running, cycling, swimming and yoga clothing, has a
1,076 sq ft basement in which yoga classes will be held. An in-store projector will screen proceedings from next summer’s Olympics and other sporting events such as the Tour de France.
Hinchliffe wants to open a second shop closer to the City of London in the next year. The second shop would be smaller but offer a delivery service. She is also in talks about opening a pop-up shop in the Olympic Village.
“With the Olympics coming up, the timing is right,” said Hinchliffe. “There is a huge gap in the market for somewhere with quality advice and great product. I want it to be a pleasure to shop for sportswear.”
She added: “I think the way we all look at sport will change with the Olympics on the TV. It is a really motivational factor.”