Nike launches two new female-focused retail experiences in London

Nike is doubling down on its London focus for its women’s offer with a dedicated space having just opened in Selfridges and another – actually a reopening – due on the King’s Road early next month.

The company said “both locations are designed to serve women with the best of Nike products and experiences where and how she shops”.

The Selfridges space “introduces a long-term retail presence in the luxury British department store”. The 93 sq m shop-in-shop on the third floor “is designed to spotlight Nike’s sport performance assortments and most exclusive and in-demand product collaborations, curated for her, including KNWLS Nike”.

It’s launched with a Weatherized Running collection and storytelling, introducing the Winterized Swift Premium Apparel.

As for the second space, called Nike Women King’s Road, it will see the store being reopened and will, of course, feature a product assortment exclusively for women, leading with sport performance, complemented by Nike sportswear collections.

The store design will be “distinctly Nike and creatively rooted in her shopping preferences”. A large-scale wing sculpture is a “reflection of Nike’s muse, the winged goddess of Victory, immediately drawing attention and setting the tone for the store”. 

There’s a cohesive boutique footwear wall and bespoke seasonal assortments with a curated visual window “that spotlights the best of Nike”.

Stephanie Strike, VP, 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.”