Brands leverage at-home comforts to create the ultimate lifestyle flagship

The athleisure category has experienced a boom during the pandemic, thanks to customers’ desire for at-home comfort and an accelerated drive for personal wellbeing. This is expected to continue, with the market predicted to be worth $439.17 billion by 2026 (Comprar Acciones, 2020).

As the category continues to grow rapidly, athleisure brands are opening new flagship destinations that blend interactive retail with the ‘warmth of home’, offering a comforting lifestyle experience that encourages people to dwell for longer. These destinations engage customers in every sense, allowing them to learn, shop, eat and be entertained – from food experiences, to gaming activations and personalised expert 1-2-1 services.

Kith opens its first European flagship in Paris. The store is inspired by a French home, with different rooms showcasing the latest apparel and footwear, including an exclusive Nike collab. Customers can also buy food-to-go at ‘Kith Treats’ and dine-in at ‘Kith Sadelle’s restaurant’.

Adidas opens its first Dubai flagship in the Dubai Mall. The store has exclusive Dubai-only products, customisation services at the ‘MakerLab’, ‘Sneaker Services’ such as cleaning, free events and a football and basketball game section to test products.



Kith opens its first European flagship in Paris

Adidas opens its first Dubai flagship in the DBX Mall

Apple designs new concession for Target stores

Sephora plans to open 200 concessions in department store Kohl’s



Marriot owned Moxy hotel will open it first resort-style property in Miami’s Art Deco District

California-based startup COA opens a mental health gym



Dove launches new campaign in India, highlighting the rejection women face during the matchmaking marriage process



Estée Lauder signs $1bn deal to buy skincare brand Decium

Nestlé acquires subscription service SimplyCook

Rapper Jay Z sells 50% of his Ace of Spades champagne business to LVMH

Image courtesy of Kith

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