Store gallery: Gymshark unveils premium athleisure range in Selfridges partnership

Sportswear retailer Gymshark has opened a permanent space in Selfridges, debuting its new premium athleisure range in its first-ever wholesale partnership.

Gymshark is located in both women’s and men’s departments, showcasing a selection of mainline products, popular best-sellers and exclusive limited-edition ranges, including the new everywear collection.

The everywear range “represents Gymshark’s venture into premium athleisure, offering a dual-gender capsule designed for every day, everywhere”. It will be available exclusively at Selfridges until early-mid April.

Noel Mack, Gymshark chief brand officer, said: “When we were in the early stages of planning what will be one of our most exciting launches ever – everywear – we realised we had to launch it somewhere equally exciting. That’s why it’s amazing to reveal that this first line will exclusively launch at the UK’s most prestigious retailer, Selfridges, both online and in store.

“Up until this point, Gymshark has quite literally only been available directly from us, whether on Gymshark.com or at our flagship store in Regent Street, so this serves as not only an incredible way to launch our exciting new capsule collection but also marks our first-ever foray into the world of wholesale.

“It’s a huge milestone for us and I can’t wait for our community to be able to properly touch and feel the everywear collection.”

Bosse Myhr, Selfridges director of menswear and womenswear, said: “We are delighted to welcome Gymshark to Selfridges, enhancing our selection of brands and providing our customers with access to cutting-edge activewear.

“The synergy between Gymshark’s commitment to innovation and Selfridges’ dedication to delivering unique retail experiences makes this collaboration a perfect fit.”

The partnership follows the success of Gymshark’s flagship store on Regent Street and comes ahead of its second UK store, due to open in Westfield Stratford City this year.