Nike’s flagship store on Oxford Circus in central London has reopened following extensive redevelopment that’s made it the largest Nike store in the world.
Niketown London now covers approximately 42,000 square feet over four floors.
It features a two-floor NIKEiD studio where customers can go online to design and customise their own footwear, clothing and equipment, complete with design consultants to assist them; a state of the art football boot fitting machine, giving players the chance to steam mould boots to their feet; and video gait analysis to help runners work out what type of shoe suits their running style.
Its reopening forms part of a series of planned new store openings across the UK designed to provide a premium experience across the company’s key sports categories of football, running, basketball, sportswear, action sports, athletic training and women’s training.
The company’s aim is to open 250-300 Nike-branded stores worldwide over the next five years, and has plans to launch another multi-category location in Glasgow in 2011. Nike is set to open a football-only store in Manchester in mid-November and a running-specific outlet in Cardiff on November 17.
“Nike is committed to offering consumers access to engaging, exciting and innovative retail spaces,” says Marc van Pappelendam, general manager of Nike UK.
“The relaunch of our flagship Niketown London store demonstrates our drive to continue to raise our game and offer our consumers world class shopping experiences in line with our long-term category strategy.”