Volcom Opens ’Box Shop’ in London

Costa Mesa, Calif.–based surf and streetwear brand Volcom opened a store in Boxpark, a concept mall in London’s Shoreditch district described as the United Kingdom’s first “pop-up mall.” The mall’s stores—dubbed “box shops”—are built from refitted shipping containers. Boxpark features a mix of international fashion and lifestyle brands, as well as galleries and cafes.

“Boxpark’s concept is a really great opportunity for Volcom to showcase and test specific product lines, like Posso for the girls and Premium for men,” said Gaetan Le Guennec, Volcom’s European retail director. “Every month or so we’ll change things up, bring in new product and continue to drive traffic to our store.”

This will be Volcom’s third store in the United Kingdom. The company has operated a store in London’s Covent Garden since 2008 and, last year, opened a store in Falmouth.

The company is hosting a store-opening celebration March 16–18 with giveaways and gifts with purchase. Shoppers are also able to customize and purchase Volcom hats during the celebration.

There are 36 owned or licensed Volcom stores and 11 outlets outside the United States. The company is a subsidiary of French luxury firm PPR S.A.—Alison A. Nieder