Dr Martens is to open a new concept store in Stables Market area of Camden Town and will also upgrade its European offices located in the area.
The British footwear brand has leased the recently restored and Grade II-listed Tack Building within Stables Market, from North London landlord Market Tech Holdings, which will be one of its most innovative stores featuring a number of “firsts”.
In partnership with amplification experts Marshall, the store will house a music space with a curated programme of events as well as a customisation area, virtual reality tours of its factory and memorabilia from famous Dr Martens’ wearers.
Dr Martens were first sold 50 years ago in the Camden area at The British Boot Company, which was frequented by the likes of Madness and The Sex Pistols.
As well as the store Airwair International Group, which operates the Dr Martens brand, has signed a ten-year lease on two floors covering 23,470 sq ft of office space in Camden Wharf. Following an extensive new fit out of the office, which will also house the business’ London showroom, Airwair will consolidate personnel from its three existing offices in Camden Town to the canal-side location.
Airwair CEO Steve Murray said the area had been long-associated with the brand and the move allowed the business “to get all our functional teams under one roof”. “It was important to us that our new location gives us the opportunity to stay connected to the people who wear our product and who embrace the diversity and individuality our brand represents,” he said.
“In that sense, Camden Town is truly the perfect choice and we’re delighted to have found such a fantastic location. An added bonus is that opening a store in the Stables will give us a platform to go beyond normal retail and experiment with some new concepts which we’ll use to enhance the brand experience for our many loyal followers,” Murray added.
Market Tech CEO Charles Butler said that Dr Martens had chosen to support Camden was “a strong endorsement of what the area has to offer“. “Furthermore, bringing in Dr Martens also demonstrates not only the continued demand for office and retail space on our estate, but also our ability and commitment to sourcing occupiers that we believe embody Camden’s culture and heritage,” he said.
