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Nigel TAYLOR Published
October 13, 2025
British performance apparel and expedition experiences brand Shackleton, has just opened a new flagship store on London’s high-profile Piccadilly.
And the rich-in-heritage British brand is calling itself the “new heart of global exploration in central London” aiming to “inspire, enable and equip people to Live courageously”.
It’s the six-year-old business’s first permanent store while also promoting polar adventure and supporting expedition projects, especially for women.
Launched too is the brand’s AW23 collection of expedition-grade performance apparel, including parkas and down jackets, plus knitwear, and accessories.
Alongside this is also its newly-launched women's collection, including the world’s first Polar Expedition Pulk Suit designed “specifically for and by women”.
But with experiences now a strong post-pandemic ingredient for consumers, the store also showcases the ‘Shackleton Challenges’ range of expedition experiences, from Polar Skills training in Norway, to Alpine summits trips, “with plenty more in the pipeline”, we’re told.
Also included are “fascinating heritage assets and a space for explorers and adventurers to meet and plan”.
So, in-store customers can speak to record-breaking members of the Challenges expedition team and learn more about the range of itineraries available to “embark on your own Challenge [that] could transform your life”.
And over the course of the expedition season, the Shackleton store will also play host to a series of record-breaking and innovative speakers “from the realms of exploration, polar and beyond”.