The Niketown store on Oxford Circus in London has reopened after a major renovation, making it the largest Nike store in the world. The four-story complex takes up about 42,000 square feet and is part of the company’s plan to expand with 250 to 300 new stores worldwide in the next five years. Several more Nike stores are expected to open shortly in the U.K. and other parts of Europe, and while a company official would not give out a specific door count, another one indicated that they should be mostly company-owned.
Among the features of the new London NikeTown are a two-floor Nike iD studio (and football boot-specific iD studio) for consumers to go online to design and customize their own footwear, clothing and equipment; a football-boot-fitting machine, allowing players the chance to steam-mold 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 customize their own kits; and video gait analysis and trained staff to help runners work out which shoe suits their running style.
The third floor is dedicated to women’s apparel and footwear as well as action sports. There are also dedicated areas for running, tennis, rugby, basketball, football, training and Nike sportswear.
