First women's only sneakershop in London opens in Shoreditch

By

Cajsa Lykke Carlson

Published
Mar 11, 2015

Rio Holland and Beth Heggarty met in 2013, when they worked together in a menswear store. Last spring they decided to go into business together and the idea of opening Pam Pam, a sneaker store that focuses on sneakers just for women, was born.

The large, airy store is located on Bethnal Green Road in Shoreditch, close to the popular Brick Lane and Redchurch Street shopping areas. "We looked all over East London for a space and this was the perfect property and location," Heggarty tells us.

Pam Pam sells sneakers from brands including adidas, Reebook, Saucony, Garment Project and many, many more. It also has a good selection of casual yet cool clothes. "It made sense to offer clothes, home products, artworks and jewelry as well as sneakers, since women now wear sneakers with everything. It's a lifestyle choice," Heggarty says.

Since the store opened just a week ago, the two founders have received plenty of positive feedback, Heggarty says. "We've had a great reception; customers say the shop is brilliant," Holland adds.

In the future, Pam Pam will also host events such as yoga classes and running and cycling groups, underlining its commitment to be more of a lifestyle space than just a shop.