Space NK Unveils Grand Oxford Street Flagship Amid Launch Frenzy
On August 8, British beauty retailer Space NK launched its largest flagship store on London’s Oxford Street. The event, however, was marked by massive crowds and extensive queues that stretched around the block.
The 4,600-square-foot store, nestled in the former Topshop space at 214 Oxford Circus, signifies the brand’s most audacious retail venture to date. The new flagship offers interactive experiences such as a “play” area with vibrant tube displays, fragrance discovery tables, and digital quizzes designed to assist customers in finding their ideal products.
“This is the most ambitious store we’ve attempted,” said Space NK CEO Andy Lightfoot. The store aims to attract younger consumers while maintaining its allure for its loyal, long-term customers.
To celebrate the opening, Space NK collaborated with viral plush toymaker Jellycat to craft a limited-edition bag charm that mirrors the retailer’s iconic black shopping bag. Despite facing some criticism regarding the contents of the gift bag and crowd management, the launch was a major topic in beauty social media feeds.
Space NK, recently taken over by Ulta Beauty, has plans to expand its presence to 88 stores by the end of the year.
Source: Retail Tech Innovation Hub