Mountain sports lifestyle brand Salomon is making major play to capture consumer spend in central London with news of two key openings.

One has already opened its doors in Covent Garden in recent days, as part of The Yards, while another in Soho will open on 14 November.

The Yards store is at 125 Long Acre, St Martin’s Courtyard, and is the first Salomon flagship in the UK. It covers 3,628 sq ft in an area known for its premium concepts and sector-leading brands. 

The company said it’s designed “to allow visitors the opportunity to experience the full scope of what Salomon has to offer—from premium footwear, apparel and gear for running and hiking to skis, snowboards and winter apparel”. 

Sneaker fans can find a full wall of Salomon’s its Sportstyle footwear. And the location features a space for 2D foot scanning plus an oven for ski boot customisation. 

All store employees are equipped with smartphones, allowing customers to quickly pay via the Tap2Pay system, reducing waiting times. 

Any product not found in the store is also available in an “endless aisle” online, where items can be ordered from the shop and shipped directly to locations across England. 

As for the forthcoming Soho opening, that will be on Broadwick Street and will cover 1,500 sq ft.

It will feature the label’s most extensive range of Sportstyle footwear, including the latest collaborations with noted designers and fashion brands, as well as shoes from the ADVANCED label and sneakers, including the in-demand XT-6 model.  

The unit is on a prominent corner of Broadwick Street and Berwick Street as part of Shaftesbury Capital’s estate and also within reach of Carnaby Street. 

The landlord said the new store will further strengthen Soho’s offer, sitting a stone’s throw away from fellow international retailer, Axel Arigato, as well as those that made national debuts in the neighbourhood, such as Pangaia and Adidas Originals. 

Pascal Clausse, VP Global Retail for Salomon, said: “We are delighted to announce the first Salomon brand stores in the United Kingdom. These two openings in London, a city that is known for its connection to both the outdoor and the fashion world, are another step in Salomon’s retail expansion, following recent openings on the Champs-Elysées in Paris and in the SoHo district in New York.

“As a 77-year-old mountain sports brand that was born in a small workshop in Annecy in the French Alps, these new brand stores in London are a wonderful opportunity to share our passion for the mountain sports lifestyle with our growing community in the capital’s most recognised shopping districts.”