 Women’s fashion retailer, Oasis, has opened its brand new flagship store in London’s West End as part of the brand’s £7 million 18-month programme of investment in its UK store portfolio. On its first day of opening, the store located at 12-14 Argyll Street,
took more than double the amount of sales than this time last year.
Th e flagship has 5,100 sq ft of trading space over two floors, and has been designed by global design consultancy Dalziel and Pow to create a feeling of night and day, with moving stage lamps enabling the mood to be changed from day-to-day and season-to-season. Additionally, the fitting rooms have been opened up to create a dedicated social space for friends and partners.
"We’re really proud to be investing in the UK high street with a brand new flagship store which we believe introduces a new kind of shopping experience," commented Liz Evans, Managing Director of Oasis. "The growth in multi-channel – especially internet – retailing means customers are demanding more from physical stores: more excitement, outstanding service and a more personalised experience driven by new technology. We believe our Argyll Street store will lead where others will follow."
The retailer has also placed digital technology at the heart of the shopping experience with a suite of mobile iPads equipped to handle transactions which outnumber fixed tills, as well as allowing customers to flick through the brand’s latest online lookbook. Further mobile point of sale innovations will be introduced in the store over the coming months.
The new Oasis flagship store will house the full Oasis collection, including some very special limited edition pieces to celebrate the opening of the store and twenty years of Oasis. Following the success of the new flagship this new design concept will be rolled out to the Oasis store in Westfield Stratford City, scheduled to open in spring 2012.
Oasis, which celebrates its 20th anniversary this year, is part of Aurora Fashions which also owns Coast and Warehouse, and has over 430 stores and concession in 24 countries.
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