Canadian retailer Roots is going for gold when it opens its first UK store later this month to showcase the official Olympic collection.
The casualwear brand, boasting actor Russell Crowe as a devotee, has been signed up to provide kit for the Great Britain Olympic team, as well as official parade outfits for the opening and closing ceremonies.
In an effort to capitalise on Olympic fever, Roots has signed a lease on a store at 10 Foubert's Place, off London's Carnaby Street.
Peter Gold, director of client strategy at property firm Dalgleish, which signed the store, said Roots hopes to maintain a UK presence and more shops could follow. There are 200 Roots stores worldwide.