Skechers opens first European ‘performance store’ in Ghent

In Skechers‘ new store concept, Performance stores, the sportswear chain sells a wide range of sportswear and accessories in addition to its classic trainers. The brand has just opened its first such store in Ghent, Belgium, and will soon roll out the concept across Europe.

For sports and lifestyle

Following the opening of Skechers’ first performance shop in Canada, earlier this year, the brand is also trialling the new shop format in Europe. The first store opened last week on Veldstraat in Ghent, a car-free street with eight million visitors every year. It is an ideal place for locals and tourists to get acquainted with Skechers, General Manager Maurice van Berkel of Skechers Benelux thinks.

The store of more than 700 sqm offers shoppers collections for sports such as football, running, golf, basketball and pickleball, with shoes worn by top athletes, as well as “lifestyle innovations”. Skechers thus targets both athletes and lifestyle enthusiasts. Digital technology plays a leading role in the store concept, with eye-catching LED screens and an omnichannel concept that seamlessly connects offline and online experiences. Product experts and sports trainers advise customers.

It is the ninth shop for Skechers in Belgium. This summer, the brand will open a tenth store in Messancy.