Gymshark, a rapidly-growing fitness brand, is launching a 13,000-square-foot flagship store in New York City. This move aims to reconnect with its loyal Gen Z community through fitness classes and events, amidst slowing growth and engagement. Despite an increase in revenue, profits have consistently dropped. With 40% of sales coming from the U.S., the flagship represents a significant investment in Gymshark's most important market, reflecting a broader trend for online brands to embrace physical retail to enhance customer relationships and brand relevance.
The store won't just sell product; it will host fitness classes, community events, and hangout areas - all designed to help the brand reconnect with the community.
For Gymshark, the store isn't just a location - it's a statement about the shifting direct-to-consumer landscape and the importance of physical retail.
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