Expanding Avirex UK: Unveiling New London Stores
In an exciting development, Focus Brands, a prominent UK-based sports and streetwear distributor, is elevating its partnership with the renowned US military apparel brand, Avirex, by launching two chic London stores this month, complete with a fresh design concept.
Collaborating with the commercial interior and experience design experts at White Room, these new stores offer a sleek, minimalist ambiance while paying homage to Avirex’s aviation heritage. Expect to be captivated by silver and black metal fixtures and fittings, along with attention-grabbing neon tube lights adorning the windows and shop floor.
The first of these stores, situated on Soho’s bustling Berwick Street, is poised to open as a pop-up on September 15th, while the second is located on Fitzrovia’s Eastcastle Street. These establishments complement the existing Shoreditch store in Boxpark, which has thrived since Avirex’s UK and European relaunch in July 2022.
The Berwick Street store, boasting an expansive 103 sq m, will become Avirex’s largest retail site, offering an immersive shopping experience. In contrast, the Eastcastle Street store, spanning 25 sq m, will provide a more boutique atmosphere for discerning shoppers.
Charlie Haslehurst, Creative Director at White Room, shared their objective of «creating a store environment that fully immerses customers in the brand.» Carefully curated materials and finishes were chosen to mirror Avirex’s reputation for high-quality craftsmanship and unique style. Drawing inspiration from Avirex’s rich history in aviation, music culture, and the world of celebrities, these elements have been seamlessly integrated into the store design, reinforcing the brand’s essence.
Jennie Bianco, Head of Marketing for Focus Brands, expressed enthusiasm about Avirex’s impressive first year back in the UK and European markets. She noted, «The majority of Avirex customers are located in the capital at the moment, and both the Berwick Street and the Eastcastle Street sites are great central London positions, perfectly timed for the new season launch and peak.»
Explore the Avirex experience at these newly unveiled London stores, where style, history, and innovation converge. Discover the essence of Avirex in the heart of London’s fashion scene.
