I've been looking forward to this one, Gymshark's first retail store opened on Saturday 29 October. As yet another e-commerce business takes the leap into physical retail, CEO Ben Francis has said ‘All the best brands have a true ecommerce approach’.

He suggests that the best brands should have an ecommerce platform, an app and a retail space. High on the agenda is being able to use the retail space to try new things and to get to know the customer even better. Perhaps this is the future, where retail is predominantly used to partner with an e-commerce business. It's an interesting concept. Toys R Us has recently made an online comeback with no plans to launch its own stores as of yet, though they are trialling concessions in WHSmith. Will the previously store-heavy retailer change tack and follow in Gymshark's path? 

Gymshark clearly hope to take the 'experience store' concept up a notch with this opening. The mannequins are real people from their community or their ambassadors, who were especially selected so that we can all see ourselves in the store. The store includes a Joe & the Juice concession, gym classes, PT sessions and a personal shopper offering in space that can be changed into a green room for events. A lot of thought has clearly gone into creating adaptable space, and is worth the wait. And they are in no rush to expand. Ben has said he will take six to 12 months to review the success of the store, and hope to launch further stores in the future if this one takes off. 

Best of luck Gymshark!