UK-based sports and streetwear distributor Focus Brands is expanding its association with US military apparel brand Avirex, opening two new London stores this month featuring a new design concept. 

Working with commercial interior and experience design studio, White Room, the new stores offer “a sleek, minimalist design with a nod to Avirex’s aviation heritage” with silver and black metal fixtures and fittings and neon tube lights in the window and on the shop floor. 

Opening on 15 September, the first London site is a pop-up on Soho’s Berwick Street and the second is on Fitzrovia’s Eastcastle Street, joining the Shoreditch store in Boxpark, which has been trading since the brand’s UK and European relaunch in July 2022. 

The 103 sq m Berwick Street store will become the brand’s largest retail site, while the 25 sq m Eastcastle Street store will offer a more boutique shopping experience.

White Room Creative Director Charlie Haslehurst said the objective was to “create a store environment that fully immersed customers in the brand”. 

He added: “Avirex is known for its high-quality materials, craftmanship and unique style. The intention was to mirror this through the attention to detail in the materials and finishes chosen. We also took influences from the rich history Avirex has in aviation, music culture and the celebrity world. These have been woven through the store design, adding to the strong brand feeling.” 

Head of Marketing for Focus Brands, Jennie Bianco, added: “Avirex has had a fantastic first year back in the UK and European markets, and we are thrilled to be in a position 12 months on from launch, that we are able to expand the brand’s physical retail presence. The majority of Avirex customers are located in the capital at the moment, and both the Berwick Street and the Eastcastle Street sites are great central London positions and just in time for the new season launch and peak.”

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