Reebok flagship store in Cardiff

Cardiff has been chosen as the UK venue for the unveiling of a store concept from sports brand Reebok. The 170m2 store will aim to highlight brand values such as innovation and technical expertise.

Unveiled last week, the store is operated as a joint venture with South Wales retail group Edwards Sports House. Its development was the result of a collaborative effort between Reebok International and JS Gill, who is head of Singapore retail group Royal Sporting House. UK development and design management is carried out by Retail Design Solution.

The Cardiff store is the first of its kind in Europe, and a further 15 cities across the UK and Ireland have been identified as potential sites for further stores, says Reebok UK retail development manager Nick Vance. All will be operated in partnership with existing retail groups.

The store format has no windows, with the front of the store filled with video screens, and a tunnel entrance.