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Exclusive: New London flagship and online revamp for Oasis

Oasis will open a new concept store on London’s Tottenham Court Road in November ahead of replatforming its website and launching click-and-collect early next year.

The womenswear retailer, which has 81 shops across the UK and Ireland, will launch the 3,200 sq ft flagship on Tottenham Court Walk in time for the key Christmas selling period.

Designed by Dalziel & Pow it will be the first Oasis store to feature a café and bar called Saucer & Spritz and a hair and nail bar called Pin & Polish, as well as the retailer’s full fashion offer.

Hash Ladha, chief operating officer at Oasis, said the new concept was designed to increase dwell time: “Of course we want to attract new customers, but it’s about giving our shoppers a full customer experience.”

Chief executive Liz Evans said the business is investing heavily in its store estate, spending £1.3m on revamping five units this year: Argyll Street in London, Cardiff, Birmingham, Manchester and Liverpool.

All refitted shops have experienced double digit like-for-like sales increases, she said.

“We are able to tailor each store to the market it is in to add a personal touch. On the high street there are only a few brands investing in their store portfolio. We are doing that and have completed 18 refits of stores over the last two years that have a blend of digital technology and more traditional in-store theatre.”

The Oasis shop on St Stephens Green in Dublin will be refurbished in the first quarter of 2016 and the team is deciding which stores to refit over the next three years of investment.

The retailer will launch its first airport shop in London Stansted this autumn. Ladha said opening a new distribution channel through travel hubs was a “great opportunity”. The retailer is also looking into opening in train stations, but said it was a “test and learn strategy” rather than “an aggressive push”.

In order to improve the customer experience, Oasis will replatform its website onto Demandware software in January and will launch click-and-collect in the new year.

Evans said: “Replatforming the website will give us a boost both online and in store as it provides a better experience for our shoppers. We’re investing in both channels and not focusing on one or the other, as we can’t leave one behind.”

She said improving the store portfolio and website was part of the retailer’s multichannel strategy, which has a “customer-centric view”.

“We are investing heavily and we are focused on building a joined up customer experience across all our channels. Like any business we have older stores, new shops and the website; the key is getting all of those joined up.”

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