Read on FashionNetwork.comOysho Expands into Berlin: Inditex's Sports and Leisure Brand Opens First Store in the German Capital
Inditex's sports and leisure chain, Oysho, has officially entered the Berlin market with the opening of its first store in the German capital. Located in the central Mitte district near Alexanderplatz, the nearly 400-square-meter store represents a strategic step in the brand's global growth plan, which has recently included entries into the Netherlands and expansions in the UK and France. The opening also marks the launch of the Oysho Community in Germany, a free program of local fitness activities.
Inditex's dedicated sports and leisure brand, Oysho, has made its highly anticipated debut in Berlin, marking a significant expansion of its physical retail footprint in one of Europe's most dynamic capitals. This strategic move underscores the brand's commitment to global growth and its focus on key metropolitan markets. The opening is not merely a new store launch but a calculated entry into a city renowned for its active lifestyle and fashion-forward consumer base, aligning perfectly with Oysho's technical and functional product ethos.
Strategic Location and Store Design
The new Oysho store is strategically situated at 2–3 Hackescher Markt, in Berlin's central Mitte district, just steps from the iconic Alexanderplatz. This prime location ensures high foot traffic and visibility among both locals and tourists. The store occupies a listed building, featuring a wide glass façade that opens directly onto the square, creating a bright, inviting, and contemporary retail environment that blends minimalist design with the building's historical character.
Spanning almost 400 square meters across two floors, the interior is designed to be warm and light-filled, reflecting the brand's signature aesthetic. The layout is carefully curated to enhance the customer experience, with a clear zoning of product categories that facilitates easy navigation and discovery of Oysho's comprehensive collections.
Product Offering and In-Store Experience
The ground floor of the Berlin store is dedicated to Oysho's seasonal and outerwear collections. Shoppers can find the brand's ski and après-ski capsule, a range of outerwear, and the Warm line, catering to the functional needs of an active lifestyle in varying climates. This placement highlights trend-driven and weather-appropriate items immediately upon entry.
The first floor consolidates the brand's core athleisure offerings. This includes a broad selection of basics, tops, leggings, and the dedicated Studio line, which is specifically designed for activities such as Pilates, barre, and yoga. Furthermore, the store features a specialized running area, complete with a focused range of accessories and dedicated fitting rooms, providing a tailored shopping experience for running enthusiasts.
Building Community: The Oysho Community Germany
Beyond retail, Oysho is investing in community building with the launch of its Oysho Community program in Germany. This free initiative is designed to foster brand loyalty and engagement through shared athletic pursuits. The program includes a weekly running club that starts from the new Berlin store, creating a regular touchpoint with local consumers.
Additionally, Oysho has established partnerships with local gyms through its Partner Studios network and plans to host special seasonal sessions. This strategy moves beyond transactional relationships, positioning Oysho as an active participant in Berlin's fitness culture and a hub for wellness activities.
Oysho's Growth Trajectory and Market Context
This Berlin opening is a key part of Oysho's deliberate global expansion strategy. The brand first entered the German market in 2022 with a store in Hamburg's Westfield Überseequartier. The Berlin store is its second company-owned location in the country, signaling a deepening commitment to the German market. Globally, as of the end of 2024, Oysho operated a network of 396 stores, including both company-owned and franchised units, and maintained an online presence in approximately 220 markets.
Financially, Oysho has demonstrated robust growth. The brand closed the 2024 financial year with a turnover of 831 million euros, representing an impressive 11.8% increase year-on-year. This performance contributes to the strength of its parent company, the Inditex conglomerate, which owns other major brands like Zara, Massimo Dutti, and Bershka. Inditex reported a 7.5% increase in turnover for 2024, reaching 38.632 billion euros, and continued growth in the current fiscal year.
The opening in Berlin, therefore, is not an isolated event but a calculated step within a broader, successful corporate and brand strategy. It reflects a confidence in the sports and leisurewear segment and a strategic focus on key European capitals to drive brand awareness and sales.
Conclusion
The debut of Oysho in Berlin marks a significant milestone for Inditex's sports and leisure division. By choosing a historic, high-traffic location and complementing the retail space with a community-focused fitness program, Oysho is strategically embedding itself into the fabric of the city. This move strengthens its position in the competitive German activewear market and serves as a blueprint for how lifestyle brands can expand through a combination of prime physical retail and authentic community engagement. As Oysho continues its global rollout, its focused approach in key cities like Berlin will be crucial to sustaining its notable growth momentum.
