Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Oxford Street rebrands to drive retail growth

Oxford Street is undergoing a brand “transformation” to encourage retail growth and investment.

The new brand identity, “Ox St.” and strapline “It all starts here” will appear across all marketing for Oxford Street from September, including a “refreshed” website.

The first campaign sporting the new identity will take place during London Fashion Week this September.

The revamp was spearheaded by New West End Company, which represents over 600 retailers in London’s West End, and is part of a £25m five year plan to maintain a “world class shopping environment”.

The positioning will be the “backbone” of the retail strategy for East Oxford Street. Property consultant David Kenningham has been tasked by New West End Company to attract brands from the US to the area, with the aim of having “all properties occupied” ahead of the arrival of Crossrail in 2018.

Richard Dickinson, chief executive of New West End Company said: “More retail brands begin their European expansion here- American Apparel and Urban Outfitters for example - and 79% of shoppers told us that visiting Oxford Street was a part of the London experience. As our new strapline says – it all start here.”


Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.