MINI launches retail store at Westfield Stratford City
MINI has launched its first retail venture in the UK with the opening of a pop-up store at Westfield Stratford City.
The MINI store, which will be open for 12 months only, showcases the two newest MINI models, the MINI Coupé and the MINI Countryman and also sells a full range of MINI lifestyle merchandise. MINI said the store is the first of its kind in the UK, bringing the British car brand out of the traditional dealership setting and onto the high street.
During its first few days in business the store, which is a joint venture between MINI UK and the dealership group Sytner, attracted over 4,000 visitors.
Located on the walk way to the Olympic Park, the store stocks the latest products from the 2012 MINI Collection, including the brand new ‘Beat the Street’ clothing line, John Cooper Works apparel, MINI luggage and an electric MINI Convertible for children. Customers are able to use the UK’s first 3D car configurator to create their very own MINI, and can also request a test drive at their local dealership. In addition, the store features an interactive mirror allowing shoppers to try on outfits without removing their clothes.
Jochen Goller, Director MINI UK said: “The MINI Store in Westfield Stratford City is an exciting new approach for our brand, for the first time we are giving shoppers the opportunity to browse the latest MINI models in a retail setting which is completely removed from the established car showroom environment.”
He added: “Over the next year we will be listening to and learning from what visitors to the Westfield store have to say about what they expect from their car retail experience.”
Myf Ryan, general manager marketing Westfield UK said: “We are delighted to welcome MINI to Westfield Stratford City. As a cutting edge, contemporary brand, MINI is ideally suited to Westfield Stratford City’s young and trend conscious consumer. This unique venture highlights the versatility of the centre to adapt to the needs of our retailers – now, through the Games and beyond.”
