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Sytner opens first BMW Store in Europe

Sytner Group opened an exclusive BMW Store yesterday in Cheapside, in the centre of London's City square mile.

The store, the first of its kind in Europe, will stock the widest range of BMW's exclusive lifestyle clothing and accessories ever seen. An internet cafe is available for customers to view the entire Sytner Group's BMW new car stock, (around 1,000 cars at any one time) alongside their full range of used car stock, valued at £20m.

There will be a one-car feature display in the store, and a car sales team and retail store team of 20 people. The customer proposition is explained via a unique video wall, designed by The Captive Media Group, which also features footage of every BMW model series.

Dealer principal of the Sytner BMW Store is Warren Brearley, who is also responsible for the Group's City BMW dealership in Paul Street.

He said; “This is a truly innovative step forward for motor retailing. In the new Store we have succeeded in creating a unique BMW experience for London's most discerning customers.

The store manager, Abbey Packwood is an experienced luxury goods retailer, previously working as concession manager for Mulberry in Harvey Nichols Knightsbridge.

Sytner Group has invested over £800,000 in store fitting.

Sytner Group has also opened London's largest BMW showroom in Parsons Green, serving the Kensington, Chelsea and Fulham areas.

The 13,000 sq ft showroom, just off the King's Road was previously owned by Cheyne Motors Ltd.

The addition of the Chelsea dealership strengthens Sytner's presence in central London. The Group also owns the BMW franchise for the City of London, and the UK's first BMW retail store in Cheapside opens this month.

Sytner has retained the services of dealer principal, Roger Hamilton to manage the new dealership. He said: “We are investing heavily in the dealership to bring the Sytner BMW experience to West London. We are also creating employment across all departments with a strong recruitment drive starting immediately.

"The dealership is poised for growth over the next twelve months, with a plan to double our sales of new and used cars in that period. We have a strong connection with BMW sports cars here, which is greatly enhanced by the Sytner heritage in motor racing, and the addition of the exclusive Alpina range.”

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