​Belstaff has some big targets for the future with the brand planning to open more stores in key markets as well as testing the waters with a number of pop-ups.

The century-old brand is targeting growth in its domestic UK market and abroad with plans for a second London location (in addition to its Regent Street flagship) and openings in Germany and Spain. Those are its second- and third-largest markets, respectively.

In the UK, it’s not only aiming for London-based growth and has signed for a store in Scotland’s capital, Edinburgh. And there will be a relocation of its King Street, Manchester, space to a part of the same street with better retail footfall this summer.

Opening at the end of August in time for autumn season drops, it will be the label’s regional flagship.

The company is focusing its other store opening activity on areas where data shows it’s already strong in wholesale and it has a three-year plan to debut in the right locations. That will drive its decision on where to open its next London store.

Belstaff also has strong wholesale ops in both Germany and Spain and this should help it in deciding where to open its own stores, again with pop-ups coming ahead of any permanent spaces.

Alongside new spaces, the company is revamping existing stores with Regent Street at the blueprint and temporary pop-ups will be used smartly here to avoid losing business during refurbishment closure periods.

The Regent Street revamp saw a much starker design that puts the focus on the product rather than the motorcycle paraphernalia of the previous design.