Stella McCartney opens standalone store

Stella McCartney is opening her first ever standalone Adidas by Stella McCartney store, in South Kensington's Brompton Cross - already home to the designer's mainline and childrenswear shop, which opened in April this year.

"This store is a real celebration of what we have been building for the last eight years together with Adidas and hopefully it is going to be the home for women to go to and find everything they need for their sports - and at the same time not having in any way to sacrifice their style," said McCartney. "It's very much part of the world of the Stella McCartney store that we have opened in Brompton Cross, and it's really the icing on the cake, as far as it is expressing the different facets of the brand."

McCartney and Adidas first started collaborating in September 2004 and in 2010 she was named creative director of the official Adidas Team GB Olympic kit, which was unveiled in March.

"The vision was to create a great and unique store concept that positions the Adidas by Stella McCartney label as a premium sports collection," said Adidas UK marketing director Nick Craggs. "This store will enforce our connection to deliver great products for women in the one and only store dedicated to only selling Adidas by Stella McCartney collections. This store will also launch our next generation of store design for presenting the Adidas by Stella McCartney label worldwide."

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