Celebrating a century in the business, Belstaff is embarking on an ambitious expansion plan across Europe, demonstrating its commitment to growth and innovation.
- The brand is revamping existing stores, starting with the flagship on London’s Regent Street, to align with a new design concept.
- Future store openings are planned in Edinburgh, London, Germany, and Spain, marking an aggressive expansion strategy.
- Belstaff aims to minimize business disruption during renovations by adopting flexible retail strategies like pop-up spaces.
- The company sees its growing retail presence as a key driver for business growth in the coming years.
Celebrating its 100th anniversary, British heritage brand Belstaff is pushing forward with an ambitious expansion strategy across Europe. This move signals the brand’s dedication to ingenuity and adaptation in a competitive retail landscape. A significant aspect of this strategy involves the comprehensive redesign of its existing stores, beginning with the flagship location on London’s Regent Street, which unveiled a new layout last September.
The refreshed design adopts a ‘future garage’ concept featuring distinctive elements such as curved clay walls and smoke-hued ceramic tiles. According to Kerry Byrne, Belstaff’s commercial director, the overhaul was essential to shift the focus back to the products themselves, targeting a younger customer demographic.
Belstaff has already applied the new concept to its Cheshire Oaks store, with plans to revamp all its outlets by mid-2026. Furthermore, it is actively working on new stores, with openings lined up in Edinburgh, a second site in London, and international ventures in Germany and Spain.
To manage the impact of store renovations on day-to-day business, Belstaff is implementing innovative solutions. By using temporary showrooms and mobile retail spaces, such as trailers, they aim to maintain customer engagement and continuity in trade.
Belstaff’s retail endeavor is central to its strategy for the next three years, with plans to significantly increase its number of full-price stores, focusing on pivotal markets such as Germany and Spain, known for promising growth potential.
Belstaff’s strategic expansion and store redesign underscore its commitment to modernizing its retail footprint while sustaining growth in key markets.
