SportsShoes.com opens experiential flagship store in London powered by Shopify technology — Retail Technology Innovation Hub
In a significant move for the UK running and fitness retailer, SportsShoes.com has opened its first flagship store in over 14 years at 113 Shoreditch High Street, London. This new retail space, named the House of SportsShoes, aims to provide an immersive shopping experience for runners, leveraging cutting-edge technology from Shopify and integration expertise from Visualsoft.
Store Features and Innovations
The House of SportsShoes is designed as a digital-first hub for runners, offering a wide range of products and services tailored to the needs of fitness enthusiasts. Key features of the store include:
- Extensive Shoe Range: A diverse selection of running shoes catering to various preferences and requirements.
- Running Lab: A dedicated space for gait analysis to help customers find the perfect shoes for their running style.
- Events Floor: A venue for community events, athlete sessions, and brand activations, fostering a sense of community among runners.
- No Bags, No Hassle: Customers can try on products in-store and have their selections delivered to their home the next day, enhancing convenience.
- Shopify PoS Integration: The store’s point of sale system is powered by Shopify, streamlining in-store purchases.
Expert Insights on the Store Launch
Maissa Fatté, Enterprise Sales Northern Europe at Shopify, expressed enthusiasm for the store’s opening, particularly in the lead-up to the London Marathon scheduled for April. She stated, “Huge congrats to SportsShoes.com for the opening of House of SportsShoes – an incredible experiential flagship.”
Jon Cleaver, Chief Technology Officer at SportsShoes, emphasized the challenge of translating their successful online operation into a physical retail environment. He noted, “It required real technical expertise and the confidence to connect complex systems without disrupting what already works.” Cleaver credited Visualsoft for ensuring a seamless integration that maintains the customer experience they have built online.
Visualsoft’s Role in Integration
Antony Hoyland, Director of Sales at Visualsoft, highlighted the complexity of integrating Shopify PoS with SportsShoes’ existing BigCommerce-powered e-commerce platform. He explained, “From our first conversation, it was obvious this wasn’t simply about installing a till. The functionality they needed didn’t exist out of the box.”
Hoyland’s team worked to create a seamless connection between the two systems, allowing the Shoreditch store to benefit from advanced in-store capabilities while preserving the integrity of the online setup. He stated, “Shoppers don’t think in terms of platforms or providers. They expect consistency. Our job was to make that happen behind the scenes, so customers simply enjoy a smooth, reliable journey.”
Future of Physical Retail and Innovation
The opening of the House of SportsShoes reflects a broader trend in retail, where physical stores are evolving into experiential hubs that offer more than just products. As the retail landscape continues to shift towards omnichannel experiences, the integration of technology plays a crucial role in meeting customer expectations.
The 2026 RTIH Innovation Awards will focus on recognizing innovations in physical retail, celebrating advancements that enhance the shopping experience. The awards are set to take place at The HAC in Central London on October 15, 2026, highlighting the importance of technological integration in retail.
Conclusion
The launch of SportsShoes.com’s flagship store in London marks a significant milestone for the brand, showcasing how technology can enhance the retail experience. As the industry continues to evolve, the integration of digital solutions into physical spaces will be essential for retailers looking to thrive in a competitive market.
Frequently Asked Questions
The House of SportsShoes is the new flagship store of SportsShoes.com located in Shoreditch, London. It offers an immersive shopping experience with features like gait analysis, a wide range of running shoes, and community events.
This concept allows customers to try on products in-store and have their selections delivered to their home the next day, eliminating the need to carry items while shopping.
The store’s point of sale system is powered by Shopify, which integrates seamlessly with the existing BigCommerce e-commerce platform used by SportsShoes.com.
Note: The information provided in this article is based on the latest developments and insights regarding the opening of SportsShoes.com’s flagship store.
