Arc'teryx already has a store in the Covent Carden district of London, which is operated by Snow + Rock. Nevertheless, the fast-growing Canadian brand, which is owned by Amer Sports, has announced that it will inaugurate a corporate store in the heart of London in August. It will be the first of a series of directly owned and operated flagship stores in key international cities. The store will occupy more than 4,000 square feet at a location at 211-214 Piccadilly. The space has been leased in The Crown Estate, which is part of the £100 million (€138.4m-$156.7m) Eagle Place development conducted by The Healthcare of Ontario Pension Plan between Piccadilly and Jermyn Street. The Arc'teryx store is part of a three-year investment in London by Amer, involving increased spending on trade marketing and visual merchandising across its brands, also including Salomon and Suunto.