Global, sport-inspired fashion brand U.S. Polo Assn. – the official brand of the United States Polo Association (USPA) – is opening its first store this April in the UK, in partnership with licensee, Brand Machine Group (BMG).
Situated in the McArthurGlen Cheshire Oaks Designer Outlet, the new store will house the latest men’s and women’s wear collections from the brand.
Shoppers will also experience the elevated store design concept, set over 2,000 sq. ft., complete with aspirational imagery, the brand’s signature stripe detailing, tech-driven touchless pay, plus LED screens for streaming photoshoots and some of the world’s most exciting polo games. New product deliveries will be arriving at the store weekly.
The opening celebration – taking place today (20 April) – includes product giveaways, polo players and influencers, with special guest appearances including that of commentator and host of CBS Sports and The World of Polo, Karl Ude-Martinez.
“After several years in partnership with U.S. Polo Assn. to market and sell the brand in the UK, we are proud to open our first store, this being the first of many U.S. Polo Assn. stores we plan to open throughout the U.K. in the coming years,” explained Tom Duncan, brand director at BMG. “The Cheshire Oaks store will offer high quality service and product, at great prices in the best store environment that U.S. Polo Assn. has to offer.”
J. Michael Prince, president and ceo of USPA Global Licensing, the company which manages and markets the U.S. Polo Assn. brand across 194 countries, said of the UK expansion strategy: “We have great history in the UK as a sport and as a brand and are eager to expand our brick and mortar strategy by opening many stores here in the coming years.
“With our authentic connection to the sport of polo, this U.S. Polo Assn. store has the best elements of our new outlet store design, created to offer consumers more than just shopping, but also an engaging experience.”
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