Under Armour has announced the opening of a new Brand House at Westfield Stratford City in London. This comes after the company reported a significant growth in the EMEA region in the third quarter of FY23. The company’s quarterly sales increased 32 percent (46% in constant currency).
The deal is the latest in a series of announcements underlining the brand’s commitment to the U.K. and wider EMEA region, following Brand House openings at Battersea Power Station and Liverpool ONE in recent months. The Brand Houses are part of the company’s strategy to build a stronger direct-to-consumer channel. And so, too, does the Westfield Stratford City Brand House offer a seamless experience for both Under Armour athletes and customers, including connected changing rooms that provide the opportunity to learn more about available products on interactive screens. The architectural design of the 347 sqm new store in London combines a tall facade with a dynamic backdrop that includes the Under Armour logo. These features are complemented by the constantly moving and color-changing lights on the ceiling, which create a sense of constant motion.
