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SURFS UP AS THE ROARSOME ROADIE POP-UP RIDES INTO 
BATTERSEA POWER STATION

To celebrate the launch of its new summer collection, the award-winning and sustainably produced childrenswear brand, ROARSOME, has opened a pop-up inside the recently restored Battersea Power Station in London.



The ‘ROARSOME Roadie’ pop-up which will be open until the end of August 2023 marks a significant achievement for the direct-to-consumer brand, which has until now only retailed its physical collections in multi-brand stores, including Selfridges, Harrods and John Lewis. The pop-up precedes the opening of a permanent ROARSOME shop on Battersea’s Northcote Road in September 2023.


Created to immerse shoppers into the brand's world of outdoor adventures, the ROARSOME Roadie pop-up will take shape as a surf shack, bringing the spirit of summer beachside adventures to the Ground Floor, Turbine Hall A of the Power Station.


A vintage Citroën HY Van has been custom converted by Shred & Butta painted in royal ocean blue and fitted with surfboards to create a striking retail attraction. Shred & Butta is the same company responsible for converting ROARSOME’s iconic fleet of American School Buses into adventure cabins, which are available to rent for family adventures this summer in Cornwall.



ROARSOME, co-founder and mission master, Ed Lewis-Pratt said: “Opening a pop-up at Battersea Power Station was too good an opportunity to miss. The Power Station has been completely restored and transformed into an exciting new riverside destination for London. It’s a story which perfectly aligns with our journey as a brand, as we gear up to transition from pure play ecommerce to a more hybrid approach to retail.


“The pop-up is not only an exclusive opportunity for shoppers to engage with the brand IRL, but it will also provide us with a unique opportunity to gain invaluable insights and road test our retail operations, before we open our first ROARSOME shop on Northcote Road in September.”


Sam Cotton, Head of Asset Management at Battersea Power Station said: “At Battersea Power Station, we are always striving to offer an ever-evolving shopping experience and pop-ups are a great way of achieving this whilst supporting new brands as they grow. With the British summer finally here, it couldn’t be a better time for the ROARSOME Roadie to set up shop inside the Power Station and I’m sure the brand’s new summer collection will be a big hit with shoppers.”


The Battersea Power Station pop-up will feature ROARSOME’s new swimwear collection made from the brand’s signature recycled plastic bottle (rPET) and sun protective UPF50+ fabric, including rash vests, swimsuits, swim shorts, waterproof poncho towels and reversible bucket hats.




The pop-up at the Power Station also sees the debut of the ROARSOME Claw - a vintage fairground grabber claw machine that has been customised by the brand to complete the seaside experience. The fairground attraction is set to be a firm favourite with families to keep the kids entertained through the summer, as they compete to grab a range of prizes, including signature items from the brand's collections.


The ROARSOME Roadie pop-up will be located inside the Power Station on the Ground Floor of Turbine Hall A until the end of August 2023. The opening hours are 10am – 6pm Monday to Saturday and 12pm – 6pm on Sundays.






About ROARSOME

ROARSOME is an award-winning and sustainably produced British children’s wear and outdoor family adventure brand. It has one clear mission: to help families enjoy great outdoor adventures, whatever the weather. 90% of the ROARSOME collection is made from recycled plastic bottles, and to date, 500,000+ plastic bottles have been recycled into ROARSOME clothing.


Established in 2018, ROARSOME began life as Dinoski a business specialising in gender-neutral ski wear designed to empower children’s imaginations through creative designs, colours and storytelling with clothing inspired by animal characters created by renowned children’s illustrator, Jane Foster.


Today ROARSOME has evolved to now offer a range of clothing and accessories for outdoor adventures whether that’s on land or at sea, and come sun, rain, wind and snow including swimwear, rainwear and skiwear. The childrenswear collection is complemented by ROARSOME Adventures, a curated portfolio of outdoor adventure holidays including a fleet of American school buses and ski holidays via a partnership with SkiYodl, builds on its mission to help families enjoy outdoor adventures.


ROARSOME is available at www.roarsome.com and from over 62 retailers in 14 countries worldwide.


About Battersea Power Station

Battersea Power Station is one of central London’s largest, most visionary and eagerly anticipated new riverside neighbourhoods. The regeneration project is delivering a vibrant, mixed-use destination offering a community of homes, shops, restaurants, offices, culture and leisure venues, as well as 19 acres of public space, all serviced by an extension to the London Underground Northern Line. 


The Grade II* listed Power Station and Electric Boulevard, a new high street for London, opened to the public on Friday 14th October, with the first tranche of shops, bars, restaurants and leisure venues welcoming visitors. Further retailers will open throughout 2023. Battersea Power Station is also home to events venues, new office space and 254 new residential apartments. The first residents moved into the Power Station in 2021. 


For more information about Battersea Power Station, please visit www.batterseapowerstation.co.uk and follow @BatterseaPwrStn to keep up with the latest news and events. 

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