This week MINI opened its doors to a completely new retail
adventure at Westfield Stratford City. The MINI pop-up, which
will be open for 12 months only, will showcase the two newest MINI
models, the MINI Coupé and the MINI Countryman and will also
sell a full range of MINI lifestyle merchandise. The store is the
first of its kind in the UK, bringing the much loved British car
brand out of the traditional dealership setting and onto the high street.
During its first few days in business the store which is a joint
venture between MINI UK and the dealership group Sytner, has already
attracted over 4000 visitors.
The Store showcases the latest in retail technology, customers can
use the UK’s first 3D car configurator to create their very
own MINI, and if they catch the MINI bug they can request a test
drive at their local dealership. The MINI Store also features a
clever interactive mirror allowing shoppers to try on outfits
without removing their clothes.
The MINI Store is located on the walk way to the Olympic
Park, a prime location to entice Westfield’s 850,000* visitors
per week, and stocks the very latest products from the 2012 MINI
Collection, including the brand new ‘Beat the Street’
clothing line, John Cooper Works apparel, MINI luggage and even an
electric MINI Convertible for children.
The store has created 12 new jobs, which have all been recruited
from the local area and have been fully trained by MINI, equipping
them to deliver first class customer service.
Jochen Goller, Director MINI UK said “The MINI Store in
Westfield Stratford City is an exciting new approach for our brand,
for the first time we are giving shoppers the opportunity to browse
the latest MINI models in a retail setting which is completely
removed from the established car showroom environment. In
addition, since MINI launched just over 10 years ago we have
developed a massive community of fans and enthusiasts for whom MINI
is much more than just a car brand. These fans love to accessorise
their cars and their lives with everything from miniature MINI
fridge magnets to MINI folding bikes, so we are delighted to make
the full range of products available for the first time on the high
street. Over the next year we will be listening to and learning from
what visitors to the Westfield store have to say about what they
expect from their car retail experience.”
Myf Ryan, General Manager Marketing Westfield UK said: “We are
delighted to welcome MINI to Westfield Stratford City. As a cutting
edge, contemporary brand, MINI is ideally suited to Westfield
Stratford City’s young and trend conscious consumer. This unique
venture highlights the versatility of the centre to adapt to the needs
of our retailers - now, through the Games and beyond.”
Notes to Editors
*Average weekly visitors to Westfield Stratford City
The BMW Group
The BMW Group is one of the most successful manufacturers of
automobiles and motorcycles in the world with its BMW, MINI, Husqvarna
Motorcycles and Rolls-Royce brands. As a global company, the BMW Group
operates 25 production and assembly facilities in 14 countries and has
a global sales network in more than 140 countries.
During the financial year 2010, the BMW Group sold 1.46 million cars
and more than 110,000 motorcycles worldwide. The profit before tax for
2010 was euro 4.8 billion on revenues amounting to euro 60.5 billion.
At 31 December 2010, the BMW Group had a workforce of approximately
The success of the BMW Group has always been built on long-term
thinking and responsible action. The company has therefore established
ecological and social sustainability throughout the value chain,
comprehensive product responsibility and a clear commitment to
conserving resources as an integral part of its strategy. As a result
of its efforts, the BMW Group has been ranked industry leader in the
Dow Jones Sustainability Indexes for the last seven years.