SportsShoes.com has appointed UK unified retail agency Visualsoft as the integration partner for its new flagship House of SportsShoes in Shoreditch. The 5,000 sq ft destination for runners opened on Monday 2nd of March and brought connected retail to life with more than 100 performance shoes to try, a dedicated Running Lab and community event spaces.
Visualsoft worked at speed with time from enquiry to launch in less than three weeks. The integration makes Visualsoft one of the only agencies to implement Shopify POS in-store with a non-Shopify online storefront offering in brick-and-mortar retail. Their deep expertise in Shopify POS allows them to create a best-in-class in-store experience that extends well beyond a traditional till, turning the shop floor into a fully connected retail environment rather than simply a place to process transactions.
The partnership builds on a track record of strong ecommerce performance, with SportsShoes.com increasing revenue by 60% year on year and lifting average order value by 16% with Visualsoft’s support. Affiliate commission also grew by 28% over the same period, reflecting broader digital momentum ahead of the physical store launch.
Research from Visualsoft and Shopify in One Shopper, One Journey highlights the urgency of unified commerce in retail. Of the 2000 UK shoppers surveyed, 88% already buy from the same retailer both online and in-store. A third would pay more for a consistently seamless experience and 74% feel more confident buying from brands that offer joined-up journeys. Younger shoppers show even stronger preferences for connected experiences.
Jon Cleaver, CTO at SportsShoes.com, said
“We have always stood for expert advice, great product and community at the heart of running. Translating that from a high-performing online operation into a physical store was a big ask. It required real technical expertise and the confidence to connect complex systems without disrupting what already works. Visualsoft gave us that reassurance. By bringing our platforms together behind the scenes, they’ve helped ensure customers in Shoreditch experience the same ease, trust and consistency they associate with us online.”
Antony Hoyland, Director of Sales at Visualsoft, said
“From our first conversation, it was obvious this wasn’t simply about installing a till. Jon called us because the functionality they needed didn’t exist out of the box. They were running BigCommerce online and wanted to bring Shopify POS into the physical space, but those systems don’t naturally speak to each other.
“Our role was to make that connection seamless. We integrated Shopify POS into a BigCommerce-powered ecommerce operation, effectively linking two completely different systems so the Shoreditch store could benefit from best-in-class in-store capability without compromising the online setup that’s already performing so strongly.”
He added, “Shoppers don’t think in terms of platforms or providers. They expect consistency. Whether they’re browsing online or walking into a flagship store in Shoreditch, the experience needs to feel connected. Our job was to make that happen behind the scenes, so customers simply enjoy a smooth, reliable journey.”
The Shoreditch store opening also aligns with the build-up to the TCS London Marathon, making the flagship a natural meeting point for runners and a hub for events and product discovery. It comes at a time when fitness is big business – running numbers increased by 349,000 in 2025 according to Sport England, and a huge 1.1 million people entered the ballot for TCS London Marathon 2026.
