Until August 3rd, Ellesse Heritage has invested in a monobrand pop-up store, located in the heart of London at 77 Redchurch street. Owner since 1990 of the Pentland group (Knickers UK, Lacoste shoes and Speedo) and relaunched in 2010, Ellesse Heritage currently operates 200 stores across Europe and has one monobrand store in Germany. The Italian sportswear brand plans to expand its network with the opening of more stand alone stores in trendy places in European capitals.

Over the next 6 weeks, the new London pop-up store, which is the brand’s first in the United Kingdom, will offer many collections including an exclusive one named Ellesse Heritage for the Spring/Summer 2011 season. The store will also be broadcasting classic Italian films, clips about its country of origin and historic sports moments which make up its DNA.