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Sportswear Suka Sport aiming for Olympic success

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, 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.”

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