Nike opened a female-centric store on London’s King’s Road and a shop-in-shop inside Selfridges’ flagship department store, Level 3, at 400 Oxford Street in London.
The King’s Road store, a 4,300-square-foot space, features modular displays and dedicated areas for personalized services, styling consultations and industry-led workshops. The store design is “distinctly Nike and creatively rooted in her shopping preferences,” said Nike, with a large-scale wing sculpture representing a “reflection of Nike’s muse, the winged goddess of Victory, immediately drawing attention and setting the tone for the store.”
The 1,000-square-foot shop-in-shop inside Selfridges, which opened in late October, highlights Nike’s sport performance assortments for women and recent collaborations, including KNWLS Nike.
Stephanie Strike, VP of Nike Direct, EMEA, said: “Nike Women King’s Road and the Nike shop-in-shop at Selfridges reflect Nike’s commitment to serving women. Each retail expression creates a uniquely Nike space to introduce new experiences, product innovations and inspirations that shape the culture of sport and style in London and beyond. These small-format expressions are just the beginning and will influence how Nike shows up for women across all retail locations.”
Image courtesy Nike
