The new JD Oxford Street flagship is a “representation of everything the business stands for” and the format will be rolled out to every major city in Europe, according to JD Sports Fashion’s executive chairman Peter Cowgill.
Speaking at a press preview of the 34,500 sq ft shop at 201-203 Oxford Street ahead of its opening this weekend, Cowgill said the retailer had been approached by people in “every country in the world” to embark on a partnership as they “all want a bit of the JD action”.
Cowgill said the new megastore, which is spread over three floors, is a showcase for brands and will be the blueprint for all new JD stores worldwide.
He added: “From top to bottom JD is a brand partner. We want to build brands; we don’t use them as bait for our private label business. We believe in brands and our success has helped us invest. We want to be at the forefront of brand building.”
One managing director of a menswear brand stocked in the store, which is a few units west of the Marks & Spencer Pantheon branch, praised its more premium feel and called it a “statement of intent”.
In Europe JD currently operates in the UK, Ireland, the Netherlands, France and Spain. It has 352 shops in the UK and Ireland and 65 in Europe.
As previously reported by Drapers, JD is opening new stores in Amsterdam, Glasgow and Newcastle within the next three months.