As part of a new strategy to push its brands in a premium direction, UK sports and leisure retail group Snow + Rock is opening its biggest superstore yet in Croydon, south London.
Incorporating three of its brands under one roof – CycleSurgery, Runners Need and Snow+Rock – a key feature of the superstore will be staff with specific expertise. Following the lead of Apple, and the glowing reputation of its own Runners Need, the aim is to promote superior knowledge and face-to-face dialogue as a fundamental part of the brand’s game plan
The 14,000sq ft space, designed by Tony Richardson of London-based ARP Architects, will offer two floors of merchandise with a state-of-the-art ski boot fitting lab and a wi-fi enabled coffee-lounge. The first floor will be home to CycleSurgery, where customers will be able to watch bikes be built or repaired. There will also be in-store parking for bikes. The store opens on Purley Way in early November 2011.