There are store refits, and there are strategically important store refits. This morning (10 July) Nike reopened the doors to its London’s Oxford Circus store. But wait. The refit of its key NikeTown flagship doesn’t complete its transformation until 2027. So what’s happening?
Nike Oxford Circus is temporarily reopening as a “retail experience” to deliver “standout seasonal activations and a curated version of the best of Nike for a limited time”, the US sportswear giant said Thursday.
Alongside the opening, Nike announced it’s also making “significant investments across our London marketplace” with fundamental changes to several store in the capital.
Back at Oxford Circus, the space now presents “full seasonal expressions” on the ground floor, kicking off with a “celebration of football”, understandable given the Women’s Euros are underway, the Club World Cup reaches its climax this weekend and the return of the English Premiership is but weeks away.
So for the opening weekend, the store will welcome an “interactive and gamified” Phantom boot trial cage, with consumers able to access the new England national team collection in-store.
The first and second floors feature “pinnacle product assortments” across Running, Football, Training and Sportswear for men, women, and kids, as well as offering Jordan footwear. Additionally, services such as ‘Jersey by You’ will be available with ‘Nike by You’ presented on a seasonal basis.
And the other London store changes? Also from 10 July, Nike West London (Westfield) will receive a “zonal refresh” for the Jordan brand, with the area becoming a more distinctive shop-in-shop.
Further investments are also being made “to elevate how the brand serves its female consumer” and it will be refitting the Nike Kings Road store into a small-format Women’s store. The current store’s last day of trade will be 20 July and it will reopen in early November.
Elsewhere, Nike Kings Cross, currently a value store, “will pivot to a premium expression that serves athletes in the neighbourhood” featuring an assortment across Running, Training and Sportswear for men and women. Refit work here begins on 1 August and the new store opens in “Winter 2025”.
In a statement, Nike said it’s “committed to our presence across London and regularly assesses opportunities to elevate and grow our marketplace, to serve athletes across the capital with the best of Nike products, experiences, and services wherever they choose to shop”.
It added: “The transformation of our flagship NikeTown London is part of our ongoing commitment and investment in delivering consumer-right, sport-led assortments across our integrated marketplace.”
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