// Under Armour to open in the former Zara store at 242-248 Oxford Street
// The sportswear brand is on a store opening spree following shop openings in Liverpool, Battersea and Westfield Stratford City
Under Armour is poised to open a new location on Oxford Street in early summer.
The sportswear brand will occupy Zara’s former store located near Oxford Circus on 242-248 Oxford Street, according to Drapers.
The world’s fourth-largest sportswear brand is currently embarking on a store opening spree in the UK, as it seeks to increase its bricks-and-mortar footprint across Europe, the Middle East and Africa.
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Under Armour opened its first UK stores earlier this year at Battersea Power Station, Liverpool One shopping centre and Westfield’s Stratford City.
The sportwear giant has sold through retail partners in Europe for more than a decade, however Under Armour EMEA managing director Kara Trent told Retail Gazette earlier this year that expansion was a key priority as it is “really important for us to start owning the consumer experience”.
Kenningham Retail partner Mark Serrell, which represents Berkeley Estate Asset management, said: “Oxford Street has had a massive occupier facelift and it’s great to see some of the temporary tenants being replaced with quality global brands.
“As part of the post-Covid recovery process, the new Under Armour store will bring confidence in our prime retailing streets.”
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