Sir Steve Redgrave opened the London 2012 Olympic Pop Up Shop in Kensington to get merchandise sales off the starting blocks.
And the race is certainly on. The British Olympic Association's Andy Hunt admitted yesterday that they are searching for an additional £2million after projected sales targets of its Team GB merchandise have so far not been met.
The merchandising has attracted some criticism for being too aggressively commercial and some items being too pricey. London 2012 flags cushion will set you back £85, while a water bottle comes in at £12, and a signed photograph of Lord Coe is a snip at £299.
There are more reasonably priced items, however, such as the vintage London 1948 Olympic games art print for £10, or duvet and pillow sets for £30.
Serving west London, this London 2012 shop will be the biggest outside the Olympic park. In addition to all the merchandise, the advertising continues into nearby activities in the Coca-Cola and Adidas 'experiential areas'.
The shop will be open until the 16th September, every day from 10am.
