Gymshark
Gymshark is going global.
What’s happening: The activewear brand will open a permanent store at the Dubai Mall, its third brick-and-mortar and first outside the UK.
Set to debut later this year, Gymshark’s move-in coincides with the “world’s largest” mall’s ~$410M expansion, which developers claim will attract more than 105M annual visitors.
Global goals. After a successful ecommerce debut in the Middle East earlier this year, the brand will prioritize omnichannel growth — a strategy it hopes to replicate in the US.
Building on its community-minded Lift events in cities like LA, Miami, and NYC, Gymshark plans a 12-month Manhattan retail pop-up ahead of its first US flagship.
Bulking up. Amid stalling profits, CEO Ben Francis doubled down on the brand’s omnichannel ethos to spur sales worldwide.
- It launched athleisure range Everywear online and at Selfridges department stores this spring.
- In July, Gymshark added its second UK hub amid further in-country expansion.
- This summer, it kicked off the We Do Gym campaign, refocusing on everyday gym-goers.
Takeaway: Dubai has become the fitness capital of the MENA region, and Gymshark knows its crowd. As brands like Alo Yoga, Vuori, and Represent 247 encroach on its home territory, the apparel maker will seek out the gym-obsessed everywhere.
