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Oasis launching concept store and upgrading e-commerce business

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Oasis will open a new concept store on London’s Tottenham Court Road in November, before it revamps its website and launches click-and-collect early next year.

According to Drapers the high street fashion retailer, which has 81 stores across the UK and Ireland, will open the 3,200 sq 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, and a hair and nail bar called Pin & Polish. 

Hash Ladha, Chief Operating Officer at Oasis, told the publication 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.”

CEO 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.

All refitted shops have experienced double digit like-for-like sales increases, said Evans.

“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.”

The St Stephens Green, Dublin branch will be refurbed in the first quarter of 2016. It is currently being decided which stores will be refitted over the next three years. 

Ladha said opening a new distribution channel through travel hubs was a “great opportunity” and in autumn the company will launch its first airport shop in London Stansted. Oasis could also open in train stations, but Ladha said it was a “test and learn strategy” rather than “an aggressive push”. 

“Replatforming the website will give us a boost both online and in store as it provides a better experience for our shoppers,” Evans added. “We’re investing in both channels and not focusing on one or the other, as we can’t leave one behind.

We are investing heavily and we are focused on building a joined up customer experience across all our channels. Like any business we have older stores, new shops and the website; the key is getting all of those joined up.”

Oasis is owned by Aurora fashions which also operates the Warehouse and Karen Millen brands.   

Published on Tuesday 13 October by Veebs Sabharwal

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