Belstaff, celebrating its 100th anniversary, is actively expanding its retail footprint in Europe.
- The brand has revamped its flagship store in London, setting a new design standard.
- New store openings are planned in Edinburgh, additional London locations, Germany, and Spain.
- Belstaff’s strategy involves temporary pop-up locations to minimize renovation disruptions.
- The company has narrowed its financial losses, despite a drop in revenues.
Belstaff, a renowned British heritage brand, is marking its centenary with a bold retail expansion strategy focused on opening new stores across Europe. The brand aims to strengthen its presence by launching new locations in key cities such as Edinburgh, London, Düsseldorf, Frankfurt, and Madrid.
Central to Belstaff’s expansion plan is the refurbishment of its flagship store on London’s Regent Street. This store, which reopened last September, now features a ‘future garage’ design with modern touches like curved clay walls and smoke-hued ceramic tiles. These design elements reflect Belstaff’s intent to target a younger demographic by allowing the products to take centre stage.
Further leveraging this new design blueprint, Belstaff has already rolled out improvements at its Cheshire Oaks store, with ongoing renovations at its Manchester location due for completion in August. Following this, the Glasgow site will see a revamp later in the year. By mid-2026, all existing stores will adopt this updated format.
To counteract potential revenue losses during renovations, Belstaff is employing agile strategies such as pop-up spaces. For instance, a temporary shop was utilised on Margaret Street during the Regent Street store’s refurbishment. This approach will be repeated in Manchester and Glasgow to ensure continued customer engagement.
Internationally, Belstaff’s immediate retail focus includes establishing a full-price store in Germany—a key growth market. Spain also presents significant opportunities, with Madrid leading the sales growth in the region. As part of its international strategy, Belstaff plans to open stores in these regions while testing pop-up stores like the one planned for York’s McArthurGlen outlet in September.
Financially, Belstaff has made notable progress in reducing its losses, which have decreased from €4.9 million to €2.2 million over the past year, even amid a 9.4% drop in revenue. According to Kerry Byrne, the commercial director, expanding the physical retail network is crucial for future growth, with a particular emphasis on tapping into the younger consumer base.
Belstaff is strategically revamping and expanding its store network to drive growth and reach new markets.
