SOFT OPENING: This summer, Space NK is going big — and small.
The retailer, which has been acquired by Ulta Beauty, will unveil its new Oxford Circus flagship later this week and is teaming with the plush toy-maker Jellycat to mark the occasion.
As reported, Space NK is moving into part of the former Topshop space at 214 Oxford Circus. The new store stretches across 4,600 square feet and will occupy what was, until recently, Hus of Frakta, Ikea’s cheeky pop-up that was meant to mimic a high-end lifestyle brand.
The new Space NK will have interactive features and visual elements, “all designed to engage and excite customers. We want it to be a social experience and to embrace this idea of people shopping with friends,” according to chief executive officer Andy Lightfoot.
The Oxford Circus store is a big step up for Space NK in London‘s West End. Until recently, the brand had a small shop on Regent Street, which measured well under 1,000 square feet and was working “very, very hard,” according to Lightfoot.
The Jellycat bag charm made for Space NK’s opening in Oxford Circus.
To mark the opening, Space NK has teamed with fellow British brand Jellycat on a limited-edition Amuseables charm inspired by the retailer’s signature black shopping bag. The palm-sized charm has the trademark Jellycat smile, soft handles and little corduroy boots. There’s enough room inside to store a lip gloss.
Sophie Wayman, Space NK’s skin, hair and own-brand category director, said that working with Jellycat to create something special for Space NK customers “is nothing short of a career highlight.”
Following the exclusive launch at Space NK Oxford Circus this week, the Amuseables Space NK Bag Charm will be available from September across all Space NK stores.
As reported, Space NK is on track to open 11 stores in the U.K. and Ireland this year. Earlier this summer, it opened its largest store outside London, at the Bullring in Birmingham. That unit measures 4,400 square feet over two floors, and Lightfoot said it was a long time coming.
By the end of the year, Space NK will have a total of 88 stores, seven of which will be new, with four existing units moving to larger locations.
Lightfoot said he’s keen to continue opening stores “because the vast majority of people’s wallets is spent within a five-mile radius of where they live. When you’re looking to penetrate the U.K., you go where the customers are,” he said.
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