The basement will offer a practical space where retail staff can make product demonstrations and customers can experience the equipment, while the ground floor will house a tea and coffee bar where shoppers can relax and hydrate.
Snow Peak was founded in 1958 by Yukio Yamai, who was a keen mountaineer and outdoors enthusiast. It continues to be run by Yamai’s son Tohru Yamai, who is now focusing on building a global brand with the recent opening of a US store in Portland and the new UK flagship store.
“When looking for a flagship store in Europe, we were excited to find such a great retail space in St James’s Market. Surrounded by specialty stores and restaurants with a quality focus, we are very happy to begin our new chapter of the business here,” said Kei Saito, director of Snow Peak UK.
It will join leading aspirational retailers including Aspinal of London, Paul & Shark, Assos and Jigsaw at the new shopping destination, which is a joint venture between The Crown Estate and Oxford Properties.
Commenting on the signing, Oliver Smith, head of St James’s at The Crown Estate, said that Snow Peak’s arrival will further enhance the reputation of St James’s Market as a destination where shoppers can enjoy “experiences which cannot be found anywhere else in London.”