Saucony hits the ground running with the launch of pioneer store on Covent Garden’s James Street
Shaftesbury Capital has announced that Saucony, a leading performance running and lifestyle brand, has opened its pioneer store at 4 James Street in Covent Garden. Located on one of the neighbourhood’s busiest thoroughfares, the new store strengthens James Street’s premium line-up and reinforces the destination’s appeal as a UK hotspot for world-class brands.
Spanning 3,695 sq ft across two floors, Saucony’s Covent Garden store offers an immersive space for runners, sneaker enthusiasts and creatives, blending innovation with cultural connection. The store showcases Saucony’s latest performance and lifestyle footwear, from retro-inspired trainers to cutting-edge running technology and a selection of running apparel. The store is complete with three unique and innovative ceiling lights, as well as featuring natural, flowing architectural elements and textural finishes designed to evoke Saucony’s heritage. The store also features dedicated spaces for community events, an in-store coffee station, a community wall, and 100 lockers for runners to store their belongings.
Saucony’s arrival further solidifies James Street as a hub for high-calibre brands, joining the likes of Swatch, HOKA and Charlotte Tilbury’s upsized store. Covent Garden is also home to a host of other leading activewear brands, including Alo Yoga, Arc’teryx and Peak Performance.
William Oliver, Director of Retail & Restaurant Leasing at Shaftesbury Capital, commented: "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. Saucony joins the ranks of Covent Garden’s leading sportswear brands, including Alo Yoga, HOKA, Peak Performance and Arc’teryx.”
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."
Saucony joins the recently opened Swatch on James Street. The globally renowned watchmaker relocated from its previous space to 11 James Street, offering over 500 different watches in a larger, 1,400 sq ft unit.