Multi-brand streetwear goes hyperlocal

Client
Footasylum
Role
Retail
Market
UK
Sector
Sportswear

Launched in 2007, FootAsylum is a UK based, on-trend multi-brand footwear and apparel retailer. With 63 locations in 2017, Start Design was appointed to create a new concept for upcoming openings, upsizes and refits.

We reinterpreted FootAsylum’s irreverent spirit to shake up retail and challenge predictable category conventions. A passion for streetwear, leveraging inspirational stories from across social media platforms, the new format amplifies FootAsylum DNA ‘Genius Madness’ to better meet the needs of core audiences. The new retail experience has broad appeal to an enlarged shopper base and is designed to create a deeper connection with local communities,

FootAsylum puts its best foot forward 

Building on ‘Best in Class” sneaker experiences and leveraging the wealth of FootAsylum online content, the stores are delivering in equal measure to commercial and brand partner requirements . FootAsylum’s first new concept store at Westfield, Stratford opened in November 2018. Trading reports show this store outperformed forecasts and targets to become the #1 trading store across the FootAsylum estate. Sales, forecast to double after reopening, leapt ahead year on year by 370% – and an increase of 183% over target. On a like-for-like basis, net new revenue made an additional 270% contribution compared to the same period one year earlier. A second location recently opened at Westfield, White City – here sales are up a further 34% on new improved targets.