SportsShoes.com: Shipley firm to launch flagship store in London
Shipley-based running and outdoor gear retailer SportsShoes.com has unveiled plans for a new flagship store located on Shoreditch High Street, in London.
Spanning more than 5,000 sq ft across three floors, and called House of SportsShoes, the store is set to launch in early March.
Speaking on the announcement, SportsShoes.com managing director, Brett Bannister, said: “We regard ourselves as unrivalled in running so when we started the ideation for House of SportsShoes our objective was to create an unrivalled physical retail experience in our space.
“We chose Shoreditch because of its deep connection to London’s running culture and the strong community of run clubs in the area.”
The store will work through what SportsShoes.com described as a “no-bags-no-hassle” model.
The model works through shoppers trying on and paying for products in-store, with orders then fulfilled from the SportsShoes.com warehouse and delivered the next day.
The flagship store will also include a Running Lab, featuring running performance technology and gait analysis, with specialist support provided to help customers.
The store is set to provide a programme of activity before, during and after the TCS London Marathon on 26 April.
Alongside product and performance experiences, House of SportsShoes will offer a dedicated events floor featuring a Q&A arena and community zone. The space has been designed to host professional athlete experiences and podcasts, with further details set to be announced.
The site will showcase products from brand partners including Nike, Asics, New Balance, Adidas, Hoka, Saucony and On.
Established in 1982, SportsShoes.com achieved a record turnover of £93.3m for the year ended 28 February 2025.
This represented a four per cent increase in revenues and a 13.3 per cent year-on-year increase in EBITDA to £6m.