From pop-ups to permanence — Gymshark Amsterdam signals a new era for the fitness giant.
The countdown is on to the grand opening of Gymshark’s flagship Amsterdam store — and by all accounts, the brand is sparing no expense.
On 21 June, the shop will become the apparel giant’s first brick-and-mortar location on the continent, planting a flag in the heart of mainland Europe.
Gymshark kicked off its Dutch high-street takeover by opening an outlet store earlier this year.
Launched in April — and located in Designer Outlet Roermond, one of the country’s most popular shopping destinations — it gave fans a taste of what’s to come.
And, of course, some hearty discounts to boot.
But the outlet was merely an appetiser for Gymshark’s community in the Netherlands. Spread across two floors and packed with exclusive merch, Gymshark Amsterdam promises a retail experience like no other.
With just days to go until the big unveiling, here’s what you need to know.
Where Is Gymshark Amsterdam?
Gymshark Amsterdam will take pride of place at Kalverstraat 178.
For those of you unfamiliar with the city of tulips and picturesque canals, Kalverstraat is one of Amsterdam’s busiest shopping streets.
It runs roughly 750m from Dam Square to Muntplein square, with eye-watering rent rates and plenty of footfall.
In other words: you won’t be able to miss Gymshark Amsterdam, and it certainly won’t be hard to find.
What’s Happening On Launch Day?
This is a seminal moment for Gymshark. While the retail outlet is already up and running, Gymshark Amsterdam will be the brand’s first permanent spot in mainland Europe.
The store won’t just be clad with a few hangar rails and a splash of branding — that’s not the Gymshark way.
Like we’ve seen in London and Manchester, it’ll be a spot for fans to connect with their favourite outfitter in real life through events and community activations.
To mark the occasion, Gymshark is going big (and we mean big). The opening weekend will see a host of celebrations more fitting of a festival than a shop opening. Here’s what’s been confirmed so far:
- Competitions & prizes
- Exclusive Amsterdam merch
- A DJ to match the vibe of the city
- Athlete meet & greets
- Food & drink
- Giveaways
- Goodie bags
Even if you’re just browsing, it’s unlikely you’ll walk away from launch weekend empty handed.
Gymshark Amsterdam: The Retail Revival (Continued)
While most businesses veer away from the high street, Gymshark is very much leaning into its mission to revive retail.
Alongside fixed sites in the Trafford Centre (Manchester) and Westfield White City (London), Gymshark also cut the ribbon on a pop-up outlet store in Bicester Village last October.
A first international store was opened in Dubai earlier this year, while NYC is also set to get its own major Gymshark hub.
It’s all part of what the brand calls its ‘omnichannel’ strategy – in simple terms, offering shoppers an alternative way to spend their cash.
Speaking after announcing the Amsterdam site last year, Gymshark’s General Manager of Wholesale & Retail, Hannah Mercer, said:
“We’ve said for a while now that we are fully committed to an omnichannel strategy, and today’s announcement is a real ‘ramping up’ moment on this pledge.
“In 2022, we had one store open. By the end of this year, we’ll have three, and by summer next year, we’ll have seven.
“We said earlier this year that We Do Gym – we aren’t a sports brand or an apparel brand, we are a gym brand.
“All the locations not only have incredible footfall and iconic shopping heritage, but are in cities known for communities that are passionate about health, fitness, and the gym.
“So I couldn’t think of better places for us to really accelerate our strategy and truly show our intent to bring the IRL Gymshark experience to so many more members of our community.”
SEE ALSO: Gymshark Roermond: Apparel Giant Opens First Outlet Store in the Netherlands
