Located on the iconic Oxford Street, it marks a significant milestone in Under Armour’s European growth plan, demonstrating its commitment to delivering unparalleled experiences and groundbreaking products for athletes.
The Oxford Street location, which opened on 20 July, is the latest in a series of successful Brand House openings following Westfield Stratford, Battersea Power Station, and Liverpool ONE. This reflects the company’s consistent growth and increased consumer demand in EMEA, Under Armour’s fastest-growing region in fiscal 2023. This direction is part of Under Armour’s strategy to grow its multi-channel offerings, now with over 200 mono-branded Under Armour stores and enhanced eCommerce experiences across EMEA.
The design of the Oxford Street store is inspired by the City of London and the iconic London Underground. Existing structural elements in the space are cladded with hand-crafted local tiles in black and white, with the brand logo applied to represent how Under Armour is strongly connected with London and its athletes.
“This renowned retail location represents our dedication to delivering an exceptional retail experience to our valued customers and we are thrilled to join the esteemed brands already on Oxford Street,” said Kara Trent, Managing Director EMEA at Under Armour. “We are a growth brand, and the Oxford Street Brand House marks an exciting milestone for Under Armour as we expand our presence in the UK and the wider EMEA region.”
