O’Neill drops in with Carnaby Street flagship

Sports clothing retailer O’Neill is opening its largest store to date on London’s Carnaby Street, which will feature the roll out of its new in-store concept.

The shop, which brings the total to five, was designed by incumbent Ampersand, with a concept that was developed in-house. It aims to reflect the heritage and sporting credentials of the brand best known for surf and snowboard clothing. O’Neill claims to have designed the first ever wetsuit, which the new store format will seek to capitalise on.

“The Carnaby Street store will show films of people doing the sports. This lends the clothes more ‘kudos’,” says an O’Neill spokeswoman. It aims to marry this hi-tech look with a beach-hut inspired, “surfy” feel, adds managing director Darren Spurling.

O’Neill organises and sponsors several surfing and snowboarding events worldwide, such as Deep Jungle, a surfing competition in Indonesia. Events such as these provide ideal footage for the in-store videos, adds the spokeswoman.

O’Neill currently has stores in London’s Covent Garden, Bluewater shopping centre in Kent, Manchester and Milton Keynes.

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