Sports destination place Niketown London has been redesigned and reopened, which turned it into the largest Nike store in the world. With the new design, the iconic Oxford Circus location leads Nike's retail strategy. Launched in 1999,
Niketown London covers about 42,000 square feet, and has expanded from three to four floors. 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: Football, Running, Basketball, Sportswear (lifestyle), Action Sports, Athletic Training and Women’s Training. This aligns with Nike’s global strategy outlined earlier this year at the company’s investor meeting held in New York, which detailed plans to open approximately 250-300 new Nike-branded stores, mix of branded stores and factory outlet stores, worldwide over the next five years.
In addition to the newly N
iketown London store, and existing Nike stores in London Westfield, London Bluewater and Liverpool, the company has 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.
The new Nike Running Store in Covent Garden will bring the services available at Niketown London including gait analysis and expert advice to provide a more customized experience. Nike plans to open another running-specific store in Cardiff on 17th November. The new football-only store is set to open in Manchester in mid-November, bringing services such as NIKEiD, football boot embroidery and customised kit building facilities. For the first time, the store will offer consumers access to the latest football product and technology from both Nike and Umbro under one roof.
Image: Nike