Pride of place: Gant's new Regent Street store

I've spent almost all of my career in the sporting sector, but coming into the fashion industry and comparing the two, I've seen that Gant has a unique place in the market. We're a global brand that brings European sophistication to the best of US sportswear and that's what differentiates us.

We've just opened our new store on Regent Street, London, which isn't actually bigger than our previous store on the same road – that's not the reason we moved. Apparently, the sun is on this side so the people traffic is a lot better. The store is also laid out in a simpler format that is easier to navigate, with just two levels.

The idea was to give the store a more cosmopolitan and sophisticated feel. It's not so much about the fixtures but the product that's on them. It's also about creating a bridge between the online experience and in-store retail, bringing technology and screens into the store. Almost 60 per cent of items are either bought or searched for online, so we need to make that connection a lot stronger.

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We've incorporated a number of touches linking back to Gant's past – we have a rich heritage, but we want to bring things forward so it becomes a part of modern life. For example, the brass fixtures are inspired by Yale, the university campus where it all started for GANT. It's important for us to be able to tell the story, back to our beginnings as a shirt-maker in New Haven in 1949, and we hope the new store does just that.

PATRIK NILSSON is the chief executive of Gant and joined the brand two years ago, following previous high-profile positions in the sportswear industry; gant.co.uk