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RazerStore picks London for debut European branch

Razer, a lifestyle brand for computer gamers, is to open its debut European store, in London's Chinatown. The store will open in mid-December on Charing Cross Road.

Razer was founded in 2005, and claims to have built a gamer-focused 'ecosystem' of hardware, including devices such as a specialist gaming mouse. The RazerStore London will be the brand's largest store yet at 344 sq m (3,700 sq ft), as well as its first store in Europe.

RazerStore Las Vegas
RazerStore Las Vegas

The store has been designed by an in-house team. Set across two floors it will carry the brand'sfull product range and cater for gamers who use PCs, consoles, and mobile devices.

There will be dedicated displays for headsets, mice, keyboards, mouse mats, laptops, console peripherals, mobile and streaming hardware, and accessories and apparel. Gamers will also be able to use a large playtest area to try out the latest products, while a range of screens will display eSports events.

RazerStore Las Vegas
RazerStore Las Vegas

Weekly tournaments, workshops and bootcamps will be hosted from the lower floor, which features a streaming booth, multiplayer player console stations and a LAN area with ten battlestations, for competitive gaming.

RazerStores global director Christine Cherel said, “With its rapidly expanding gaming scene, London is a key city for our expansion plans. The new RazerStore London will be the number one destination for gaming and technology fans looking to experience the latest Razer has to offer, in an environment created to showcase our products in an engaging, immersive way.

“From the interactive lighting and digital displays through to test bench areas and permanent gaming set-ups, the RazerStore London brings visitors a unique shopping experience and this location in the heart of London connects us perfectly to tech savvy shoppers and gamers looking for the best Razer has to offer.”

“Razer is recognised worldwide as a leading innovator for gaming and technology. The gaming industry is a huge retail category in its own right, and the RazerStore will perfectly complement Wanyoo Café – the eSports giant which also chose to open their first-ever European store at Chinatown London,” added Andrew Price, portfolio director at property Shaftesbury, which manages the area.