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Review of Niketown London

The Niketown flagship store in London, in the cent...

The Niketown flagship store in London, in the central Oxford Circus, has re-opened its doors after a complete restyling and an extension to around 4,200 square meters on four levels. This reopening is part of an international inauguration plan, confirmed by the recent meeting between the company's shareholders, which includes the launch of 250-300 sales outlets, including single-brand stores and outlet shops, over the next five years.


Exterior of Niketown London
The iconic Oxford Circus store has been driving the brand's British retail strategy since its opening in 1999. Since then, the store has continued to expand, arriving today at four floors from the original three and hosting a series of exclusive services.

We start from the "NikeiD studio", a two-story space dedicated to customers who want to design and customize on-line footwear, clothing and sports equipment assisted, if they wish, by style consultants at their disposal.

The other services range from the sewing of names, flags and numbers on jerseys or football boots, to the possibility of personalizing your team's kits online with a printing and numbering service for your shirts. There is also a machine for the creation of soccer shoes which allows the shaping and shaping of the footwear around the feet of the customer, as well as an area for the analysis of the step by the staff, who with the help of a pool of experts makes the customer choose which type of footwear is suitable for his running style.


The NikeiD space is the elegant structure of its two-story glass cube at the center of London's Niketown.
The third floor is dedicated to the display of women's sportswear, footwear and action sports products, including the Nike 6.0 label, which now has additional exhibition space. In addition, specific areas dedicated to running, tennis, rugby, basketball, football, training and Nike sportswear.

The Niketown London store joins the existing Nike stores in London Westfield, London Bluewater and Liverpool. Among the new initiatives of Nike in Great Britain there are the running store opened in October at Covent Garden and the football store that will debut in mid-November in Manchester. In addition to the customization possibilities already indicated and linked to football, the latter will offer passionate customers the opportunity to buy Nike football products together with those of Umbro in the same store. In 2011 it will be the turn of another location: Glasgow, with a multi-category store. Thanks to the success of the Covent Garden store, Nike is about to open another similar one in the Welsh capital of Cardiff, also specific for running, on November 17th.
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