Saucony opens flagship Pioneer Store in London - footwearbiz: Leading

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Saucony opens flagship Pioneer Store in London

27/06/2025
Saucony opens flagship Pioneer Store in London
Sportswear brand Saucony has opened its first flagship store in London. Located at 4 James Street in Covent Garden, the Saucony Pioneer Store aims to offer a blend of retail and community experience.

The interior design draws on the brand’s heritage, inspired by the river that gave Saucony its name. Flowing architectural elements and textural finishes are intended to create a calming atmosphere, while ceiling installations evoke river boulders and change with the time of day.

The opening featured in-store customisation, interactive treadmill demonstrations, live DJ sets and previews of new collections. Cameron Black, vice president and general manager for Saucony EMEA, said the aim was to create an environment that is “authentic to our Saucony DNA” and “more than just a retail space.”

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