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Nike opens its biggest store in London

Sportswear giant Nike has redesigned and reopened its flagship Niketown Oxford Circus store in London, making it the world’s largest Nike store.

Niketown London now covers around 42,000 sq ft over four floors and its reopening forms part of a series of planned new store openings across the UK.

The new store includes features such as a NIKEiD studio, where customers can design and customise their own footwear, clothing and equipment and a football boot fitting machine where players can steam mould boots to their feet.

The company said the new retail openings aim to provide a premium experience across the company’s key sports categories including football, running, basketball, sportswear (lifestyle), action sports, athletic training and women’s training.

The UK store openings are part of a worldwide target of between 250 to 300 new Nike-branded stores (a mix of branded stores and factory outlet stores) over the next five years.

In addition to Niketown London, the company is set to open another multi-category shop in Glasgow next year, alongside a new football-only store in Manchester mid-November.

Nike UK general manager Marc van Pappelendam said: “Nike is committed to offering consumers access to engaging, exciting and innovative retail spaces. The relaunch of our flagship Niketown London store demonstrates our drive to continue to raise our game and offer our consumers world-class shopping experiences in line with our long-term category strategy.”

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