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Volcom opens third London retail store

The new location in the Shoreditch district expands the brand’s presence in the U.K.

by Caitlin AdamsPublished: March 16, 2012 09:45 AM

Volcom, the popular youth lifestyle and sports clothing brand headquartered in Costa Mesa, has opened a new store at BOXPARK, in the Shoreditch area of London. This is the brand's third exclusive retail location in the U.K.

The new store is celebrating its grand opening March 16 to 18 with free gifts and customer gifts with every purchase. Shoppers will also have the option to customize their own hats in the store during the celebration.

“We believe that branded retail stores are a very effective way for Volcom to promote its full range of products, athletes and brand image,” said Gaetan Le Guennec, European retail director for Volcom. “Our Volcom stores regularly host events with athletes, Volcom featured artists, and musicians who attract a wide range of customers and expose them to the Volcom lifestyle. The design and layout of the stores – which include an assortment of our apparel, art presentations, a music-listening station with Volcom Entertainment titles and a Veeco Production section with all of our film titles – exemplifies our philosophy of change and our relationship with youth culture.”

BOXPARK is described as London’s first pop-up mall; the stores in the indie shopping center are located in stripped and refitted shipping containers, creating an earth-friendly, low-cost retail space. The mall is made up of an eclectic mix of international fashion, sport and lifestyle brands, as well as cafes and galleries. The unique location and venue ties in well with the Volcom brand and style of youth against establishment, Le Guennec said.

“BOXPARK’s concept is a really great opportunity for Volcom to showcase and test specific product lines, like Posso for the girls and Premium for men. Every month or so, we’ll change things up, bring in new product and continue to drive traffic to our store.”

With the addition of the new BOXPARK store, Volcom now has 36 worldwide exclusive-branded retail locations, including 11 international stores in countries such as Japan, Finland, South Africa, Germany, Thailand and France.


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