Nike Inc has relaunched its flagship Niketown store, on Oxford Circus in central London, following extensive redevelopment that makes it the largest Nike store in the world. The relaunched store covers an area of approximately 42,000 sq.ft over four floors.
Marc van Pappelendam, general manager, Nike UK Ltd, said, “Nike is committed to offering consumers access to engaging, exciting and innovative retail spaces. 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.”
The store has now expanded from three to four floors with services and experiences that include:
- A two-floor NIKEiD studio (and football boot-specific iD studio) for consumers to 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, allowing players a chance to steam mould boots to their feet
- A boot embroidery service, allowing names, flags and numbers to be stitched onto football boots
- An online kit-builder tool for football teams to customise their own kits, along with a shirt printing and numbering service
- Video gait analysis and trained staff to help runners to work out exactly what type of shoe suits their running style
- Weekly running clubs (NikeTown runners) which take place from the store on Tuesday nights.
The third floor is dedicated to showcasing the latest women’s apparel and footwear and action sports including Nike 6.0 which has gained additional merchandising space. Further offerings in the world’s biggest Niketown include specific areas dedicated to running, tennis, rugby, basketball, football, training and Nike sportswear.
Building on this store’s success, Nike plans to open another running-specific store in Cardiff on November 17.
In addition to the newly enhanced Niketown London store, and existing Nike stores in London Westfield, London Bluewater and Liverpool, the company plans to launch another multi-category location in Glasgow in 2011. These sit alongside single-category stores, such as the Nike running store in Covent Garden which opened in October, and a new football-only store set to open in Manchester in mid-November.
–IndiaRetailing Bureau
