Volcom is the latest brand to open at the Boxpark retail development in London’s Shoreditch on Friday, following the opening of Nike’s latest outlet there last week.
The world’s first so-called ‘pop-up mall’, provides a “unique mix of international fashion and lifestyle brands, galleries and cafes” and creates “a unique retail experience”, according to the brand.
“Shoreditch is a key influential area in one of the world’s leading cities, in terms of street wear and youth culture,” said Phil Lalemant, Volcom marketing director, Europe. “With Volcom experiencing a substantial growth in the UK, we felt the timing couldn’t be any better to reinforce our presence at retail.”
The new store is the brand’s third in the UK and will sell products from its V.Co-Logical Series, the V.Co-Operative Series and Features Artist Series, as well the girls spring 12 collection, and a selection of records from the brand’s own music label.
It joins existing stores from more than 30 companies, including Puma, Vans, The North Face and Calvin Klein.
Boxpark launched at the end of last year, and offers stripped and refitted shipping containers as low-cost, low-risk ‘box shops’ to retailers for the next five years. Nike chose the development to open its first Nike+ Fuelstation outlet, across nine of the Boxpark crates.