Situated on Foubert’s Place off Carnaby Street, the Japanese sportswear company’s three-floor store is scheduled to open on November 20.
The 550 sq m store will showcase a full range of Descente lifestyle and performance wear, including apparel, footwear and accessories for running, cycling and golf.
It also has six fitting rooms, including two that are wheelchair accessible.
Masatoshi Ishimoto, president of Descente, says: “London is one of the world’s global fashion capitals and Carnaby Street, with its heritage in the UK fashion scene, is the perfect place for our first European flagship destination and a hub for expansion in the region.
“The store provides a high profile and convenient location to showcase the Descente brand.”
Last August, Descente acquired an 80 per cent share in inov-8, which was founded in 2003 by Wayne Edy.
Descente brand skiwear is distributed in Europe and North America and year-round Descente sportswear is marketed in Japan and elsewhere in Asia by subsidiaries in Korea, China, Hong Kong and Singapore.
Currently Descente has a portfolio of 16 in-house, purchased and licensed brands, including Arena, Umbro, Skins and Babolat.
