Footasylum opens Oxford Street flagship

Sportswear retailer Footasylum has opened its flagship store at 73-89 Oxford Street in London, as it continues to see strong demand for its branded streetwear offering.

The new 20,000 sq ft store opened to the public today (21 September) and trades across two floors, with additional customer service and click-and-collect lockers located in the store’s basement. The site was previously occupied by New Look.

There has been a significant investment in the store’s digital capabilities in order to create a mobile-first customer journey. 100 motion screens displaying digital signage have also been installed for an immersive in-store experience. 

The company’s extensive mens, junior and womenswear offering is available in-store, alongside its selection of footwear. 

Located in the heart of the West End, Oxford Street is one of London’s busiest streets and Europe’s most popular shopping destinations. Each year, it attracts around 200 million shoppers and each day half a million people from all over the world visit its shops.

The Oxford Street opening comes as the business continues to go from strength to strength under the ownership of Aurelius, which acquired Footasylum in August 2022. 

The new flagship store is the latest in a line of Footasylum site openings, as the company continues its ambitious expansion programme. A new store in Watford, Hertfordshire will open in October. The new 6,000 sq.ft store will be located in the Harlequin shopping centre.

Barry Bown, executive chairman and CEO of Footasylum, said: “Oxford Street is by far and away the UK’s most important and sought after physical retail location. As well as attracting hundreds of millions of shoppers every year, it is also a must-visit for any global brand seeking to understand the UK’s fashion landscape.

“I’ve worked on hundreds of store openings over the years, and can safely say that this is the most impressive and exciting store I’ve ever had the pleasure of being involved with. The store is jam-packed with the most advanced retail technology, the latest trainer drops, and the best of trending streetwear.”

He added: “The significant investment that we’ve made in the site is also a vote of confidence in the British high street. Across the UK, we’re opening new stores and upsizing old ones because we’re seeing that consumers will still continue to shop in-store if the experience is engaging enough.”