Nike unveils two new women’s retail destinations in London

US sportswear brand Nike is opening two new retail destinations in London designed “to serve women” as part of its continuing strategy to invest in creating “bold and distinctive sport retail experiences” to drive future growth.

The first womenswear-dedicated bricks-and-mortar shopping experience has opened within Selfridges London, where Nike has secured a long-term presence in the British department store. The 1,000 square foot shop-in-shop has been designed to “spotlight Nike’s sport performance assortments” and exclusive products, as well as “in-demand product collaborations,” curated for women, including KNWLS Nike.

The concession also introduces Nike’s new running collection, the Winterized Swift premium apparel range.

Alongside the opening at Selfridges, Nike will re-open its store on the King’s Road, Chelsea, on November 6, as a dedicated store for women, showcasing the “best of the Nike products, experiences, and services”.

The store will be rebranded as ‘Nike Women’ and will offer an exclusive assortment across womenswear, focusing on sport performance pieces and Nike’s sportswear collections.

The King’s Road store will be designed with “distinctly Nike” aesthetic in mind, with a large-scale wing sculpture standing as a reflection of Nike’s muse, the winged goddess of Victory, alongside an environment aimed at resonating with women “in playful, energetic, and premium ways”.

Key features of the store will include a “cohesive boutique footwear wall,” designed to allow for ease when shopping, as well as a bespoke seasonal assortment and a curated visual window spotlighting “the best-of Nike”.

Stephanie Strike, vice president of Nike Direct EMEA, said in a statement: “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."