Schuh expands in London with new Westfield White City store
Schuh has opened a new hybrid adult and kids store at Westfield London White City.
Spanning nearly 2,800 square metres, the shop stocks an extensive range of best-selling footwear brands, as well as Schuh’s exclusive own-label collection, all of which are displayed in a gender neutral format.
The store will offer a range of experiences including a one-of-a-kind upcycled lace charm pop-up run in partnership with London-based waste design studio Are You Mad. Customers who purchased a new pair of shoes on the opening day were able to personalise them with handcrafted charms made from repurposed materials, courtesy of the company.
Visitors can also explore an immersive, multi-sensory installation run in partnership with the ASICS. Embodying the sportswear brand’s ‘Sound Mind, Sound Body’ philosophy, the activation guides visitors through the space using ambient sounds, mood-boosting fragrances and warm lighting to help them discover the latest sneakers of the season. The experience also features an interactive breathwork guide to inspire mindfulness and relaxation.
Meanwhile, Schuh staff have been given disability confidence training and autism awareness training to support neurodiverse and disabled customers.
The store is the first Schuh shop to feature a to-the-floor conveyor installation, which brings products directly from the stockroom to the shop floor.
The opening means that Schuh now has six shops in London and a total store estate of 124, following new openings this year in retail parks in Liverpool and Broughton, and a new store in Ireland.
