Under Armour unveils ambitious UK expansion plans

Under Armour will open three new brand-owned stores in key cities throughout the UK over the next couple of months, following what it called “significant growth and consumer demand in the market”. The stores are part of Under Armour’s overall strategy to strengthen its direct-to-consumer channel, a key element of the brand’s new growth plan in the UK and wider EMEA region. The new stores locations and opening times are: Liverpool ONE, Liverpool: February 2023 Battersea Power Station, London: February 2023 Stratford Westfield, London: March 2023 Under Armour said the new stores will use its “cutting edge city concept” with the Battersea Power Station location set to feature a performance centre facility where athletes can receive next-level training, physiological assessments and performance guidance from the UA Athlete Performance Team. The final concept will feature performance products across popular co-gender train and run collections such as Rush, Iso-Chill, Hovr, Flow, and many more. It added the plans are a “testament to Under Armour’s rapid expansion” across EMEA since establishing a presence in the market just over a decade ago. Under Armour’s EMEA revenue at the end of its latest financial year was 60% above pre-pandemic levels. Kara Trent, Under Armour EMEA managing director, said: “Today’s announcement marks the beginning of an exciting next chapter for Under Armour in the UK. Responding to a rapid growth in both consumer demand and sales, we’re delighted to announce the opening of a series of retail stores in some of the most iconic retail locations in the country. “This direct-to-consumer approach will enhance our holistic market approach – which includes our important wholesale partners – and further strengthen Under Armour’s consumer experience.We support athletes to become better, and find that grit, determination, and hard work lead to true success. This move is only the beginning of our commitment and investment in the EMEA region, and we’re looking forward to continuing this incredible journey in the coming years.”