Performance footwear brand Saucony has opened its pioneer store in Covent Garden at 4 James Street, marking a major step in the brand’s UK retail presence. The launch strengthens the area’s line-up of premium names and positions James Street as a destination for high-end activewear and footwear labels.
The 3,695 sq ft store spans two floors and offers an immersive experience tailored to runners, sneaker fans and creatives alike. Featuring Saucony’s latest performance and lifestyle footwear collections, the space brings together retro design and modern running innovation alongside a curated selection of apparel.
More than just a retail location, the new store includes architectural features designed to reflect Saucony’s brand identity, such as flowing natural materials and textural finishes. Three bespoke ceiling lights and design elements inspired by the brand’s heritage add to the store’s character. Dedicated areas for community events, an in-store coffee station, and a runner’s locker wall with 100 compartments signal a strong focus on community engagement and functionality.
Shaftesbury Capital, which manages the Covent Garden estate, continues to build on the area’s reputation as a magnet for global brands. The arrival of Saucony joins the recent opening of Swatch at 11 James Street, following the watchmaker’s relocation to a larger 1,400 sq ft space. Other high-profile tenants in the neighbourhood include HOKA, Charlotte Tilbury, Alo Yoga, Arc’teryx and Peak Performance.
William Oliver, Director of Retail & Restaurant Leasing at Shaftesbury Capital, said:
“Saucony’s opening is an exciting step for James Street, cementing its position as a world-class retail hotspot. The opening reflects Covent Garden’s position as the go-to for global brands to showcase their flagship stores in an iconic setting, adding even more diverse, innovative options that align perfectly with our leading retail offer.”
Cameron Black, Vice President & General Manager at Saucony EMEA, added:
“Choosing Covent Garden for our pioneer store was a natural decision. Saucony is a community-driven brand, and this immersive store reflects our commitment to enhancing the running experience. Situated in the heart of Covent Garden on James Street, the new store allows us to connect with the neighbourhood’s vibrant community. More than just a retail space, the store serves as a cultural hub for London’s running lifestyle community.”
