Fashion retailer Oasis will open a new concept store on London’s Tottenham Court Road in November, complete with its first in-store café and bar as it looks to increase the dwell time of shoppers.
According to Drapers, the retailer, which has 81 stores across the UK and Ireland, will open the 3,200sq ft flagship on Tottenham Court Walk – ready for the key Christmas trading period.
As well as the full fashion offering, the new store will feature a café and bar called Saucer & Spritz.
Hash Ladha, chief operating officer at Oasis, told Drapers that the new concept was designed to increase dwell time: “Of course we want to attract new customers, but it’s about giving our shoppers a full customer experience.”
Choief executive Liz Evans said the 24-year-old business is investing heavily in its store estate, investing £1.3m on overhauling five units this year: Argyll Street in London, Cardiff, Birmingham, Manchester and Liverpool.
“We are able to tailor each store to the market it is in to add a personal touch. On the high street there are only a few brands investing in their store portfolio. We are doing that and have completed 18 refits of stores over the last two years that have a blend of digital technology and more traditional in-store theatre.”
