Skechers Performance-Focused Store Concept Lands in Europe
Stephen Garner
Senior Editor
Fresh off its acquisition news, Skechers has opened its first performance-focused store in Europe.
Located in Ghent, Belgium, the new 7,700-sq.-ft. store at Veldstraat 94 will showcase the brand’s extensive offering of footwear in addition to a range of coordinating apparel and accessories. The company noted that the product is “surrounded by state-of-the-art digital LED screens” in a modern architectural space.
Michael Greenberg, president of Skechers, said in a statement that the company’s performance line is a “game-changer” for the category. “This [store] will enable more athletes and enthusiasts to discover our signature comfort that performs, alongside consumers of every age who wear our lifestyle product,” Greenberg said.
“Located on a pedestrianized street trafficked by eight million visitors each year, our new store in the heart of Ghent is an ideal space for locals and tourists to experience our popular styles,” Maurice van Berkel, general manager of Skechers USA Benelux B.V., added. “Consumers in Belgium are familiar with our brand and its comfort—and with this store joining our current locations in Brussels, Antwerp and other destinations, we now have a retail presence in our three largest cities and beyond—offering more access than ever to the product portfolio that Skechers is known for around the world.”
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The new Skechers store joins eight other retail locations across Belgium, with an additional location opening in Messancy this summer. This new location also marks the second store to be outfitted in Skecher’s performance-focused concept.
In January, Skechers launched the performance store concept at West Edmonton Mall in Canada. At the time of the opening, Skechers described the 7,500-sq.-ft. store as an “immersive destination” with half-size pickleball and basketball courts where consumers can try out the brand’s products.
On Monday, Skechers shocked the industry with a new $9 billion go-private deal with Brazilian private-equity firm 3G Capital — the biggest shoe buyout in history.
Skechers said that its senior management team will lead that transition alongside 3G Capital. The company will continue to be led by chairman and chief executive officer Robert Greenberg, president Michael Greenberg, and the rest of the current management team. Skechers will remain headquartered in its hometown of Manhattan Beach, Calif. The deal is expected to close in the third quarter.
