This year marks British heritage brand Belstaff’s centenary, and it has grand plans for store expansion.
- Belstaff is revamping its existing stores to reflect a new, modern design that aims to attract a younger clientele.
- The brand plans to open new stores in key locations across Edinburgh, London, Germany, and Spain to bolster growth.
- Temporary pop-up spaces are being utilised to minimize trading disruptions during renovations.
- The expansion is a strategic move as Belstaff aims to enhance retail presence despite recent financial losses.
In its 100th year, Belstaff, a renowned British heritage brand, is pursuing a significant expansion plan to open new stores in Edinburgh, London, Germany, and Spain. This ambitious initiative aims to commemorate its centenary while also reinforcing its market presence. By strategically choosing these key locations, Belstaff is poised to attract a broader audience and strengthen its brand footprint internationally.
Kerry Byrne, Belstaff’s commercial director, revealed that the company is implementing a comprehensive store refurbishment programme. The Regent Street flagship store, having reopened with an innovative ‘future garage’ design, serves as the blueprint for this transformation. Featuring unique elements such as curved clay walls, stark lighting, and smoke-hued ceramic tiles, the redesigned stores aim to provide an appealing shopping journey that showcases the products effectively.
Reflecting this new concept, Belstaff has already revamped its Cheshire Oaks store and is in the process of refurbishing its Manchester store, which is expected to open in August. With plans for a Glasgow outlet following later in the year, and a complete overhaul of all their stores by mid-2026, the brand is clearly committed to enhancing its retail offerings. Byrne stated that each store’s design would be tailored to fit its unique environment, further illustrating Belstaff’s adaptable approach.
‘We’ve been designing this product to target a younger customer and our shop fit didn’t tell the story,’ Byrne highlighted the brand’s strategic shift towards minimalism to let their products ‘breathe’. This shift reflects their aim to engage a younger, more modern demographic by simplifying store aesthetics and creating inviting spaces.
Despite a decrease in revenue by 9.4% to €67m (£56.6m) last year, Belstaff has reduced its financial losses considerably from €4.9m (£4.1m) to €2.2m (£1.9m). This financial progress, coupled with the new store format, supports their confidence in store expansions as a key growth pillar in the next three years. Byrne affirmed, ‘We only have four full-price stores and seven outlets and I strongly believe now is the time to expand.‘
Temporary measures, such as the introduction of pop-up spaces and the use of trailers, have been adopted to mitigate the impacts of store closures during renovations. These initiatives not only preserve customer engagement but also maintain sales, enabling Belstaff to continue its operations with minimal disruption. In the course of the Regent Street renovation, a temporary shop was established on Margaret Street, demonstrating a pragmatic approach to unavoidable retail downtime.
Belstaff’s store expansion and refurbishment strategy symbolises its forward-thinking vision, poised to capture new markets while honouring its rich heritage.
