The new shop is Bosco's 65th and its first permanent store outside Russia and Ukraine and joins the flagship store on Moscow's Red Square, which overlooks the Kremlin and Saint Basil's Cathedral.

Bosco is a National Partner of the Sochi 2014 Winter Olympics and Paralympics, and also has deals to supply kit to the Spanish and Ukrainian teams at London 2012. 

"It has always been an ambition of mine to expand Bosco globally and to touch consumers in the West in the same way we have in Russia," said Mikhail Kusnirovich, the founder of Bosco, after the opening.

"Sport and style are universal languages, and our inspiration: we put all of that colour, that pride and that passion into our designs.

"This Olympic year, we are bringing something fresh and exciting to the most discerning shoppers in the world.

The Bosco store will sell three lines that are already popular in Russia: Original, Active and Fashion.

The designs have a strong Italian influence, but retain their classically Russian feel, a universal chic with a distinctly local flavour, claims Kusnirovich, who has close links to Italy.

Kusnirovich believes this combination will appeal to British consumers.


"What sets Bosco apart is that mixture of old Russia's heritage and new Russia's flair," he said.

"There is nothing else like it on the British high street, and we are confident that when people see their Olympic and Paralympic heroes wearing Bosco, and celebrities in the crowd wearing it too, it will create a real buzz – just like we did in Vancouver [2010], Beijing [2008] and Turin [2006]."

Bill Giouroukous, Director of Operations at Westfield, predicted that the location would help establish the Bosco brand in Britain.

"The centre is ideally located as the prestigious gateway to the Olympic Park and with over 70 per cent of all visitors to the Park passing through the centre," he said.

"As such the location presents a perfect opportunity for Bosco to highlight their strong connection to the Games."

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