First 'Adidas by Stella McCartney' store opens in time for Olympics | RetailDetail

First 'Adidas by Stella McCartney' store opens in time for Olympics

First 'Adidas by Stella McCartney' store opens in time for Olympics

In the build-up towards the Olympic Games, Adidas has opened the first stand-alone 'Adidas by Stella McCartney' concept store. The new concept store, also featuring the 'Stella Gold' campaign, is right next door from McCartney's own shop at Brompton Cross in Central London.

Celebration of eight years of working together

”This store is a real celebration of what we have been building for the last eight years together with Adidas”, said Stella, who hopes that “it is going to be the home for women to go to and find everything they need for their sports and at the same time not having in any way, to sacrifice their style”.


Adidas' marketing director for the UK, Nick Craggs, agrees: “The vision was to create a great and unique store concept that positions the 'Adidas by Stella McCartney' label as a premium sports collection.”


Craggs aims high for the long-lasting cooperation: “This store will enforce our connection to deliver great product for woman in the one and only store dedicated to only selling Adidas by Stella McCartney collections.” It should also “launch our next generation of store  design for presenting the 'Adidas by Stella McCartney' label worldwide”.


Eighth Games for Adidas

Stella McCartney and Adidas first worked together in 2004, the start of the “Adidas by Stella McCartney” collection. In 2010, Adidas appointed McCartney as creative director for the kit of the British Olympic and Paralympic team. Adidas has been the official kit supplier for the British teams since 1984, making this the eighth Olympic Games in this collaboration .

Questions or comments? Please feel free to contact the editors

Spar makes ambitious entry into Greece


Spar International has set its sights on Greece as the next country to conquer and lead as the foremost independent food retail chain. Spar Hellas will cooperate with Asteras and Mesis to develop more than 500 Spar stores over the next four years.

Dr. Oetker buys half of Freixenet


Henkell, which is Dr. Oetker’s drinks division, has acquired slightly more than half of cava brand Freixenet’s shares. Following two years of negotiations, both companies struck a deal, even though the German food giant will not reign supreme at Freixenet.

Picnic confirms German arrival


There had been rumours that Dutch online supermarkets Picnic was trialing in Germany, news its co-founder Michiel Muller has now confirmed.

Délifrance joins FFC's portfolio


Dutch Franchise Friendly ConceptsDélifrance Benelux acquisition is in full swing. The franchise organization will obtain the French sandwich chain’s Benelux master franchisee on 1 April.

IKEA has developed actual "bug burger"


SPACE10, furniture giant Ikea’s innovation lab, will present a healthy alternative to the classic hamburger, where the meat is replaced by red beets and mealworm. It is also working on a “dogless hotdog”;

Supermarkets' price difference with neighbouring countries grows


Belgian supermarkets are increasingly more expensive than those in neighbouring countries according to Prijzenobservatorium’s research. Shoppers in France, Germany and the Netherlands quickly pay 10 % less.

Back to top