Marks & Spencer has completed the transformation of its Pantheon flagship on London’s Oxford Street, which will reportedly serve as a testing ground for new store concepts before they are rolled out across its wider estate.
M&S has refurbished almost 100,000sq ft of shopping space across four floors, bringing together its food, fashion, beauty and home divisions under a revamped format.
The final phase of the project has opened the upper floors housing menswear, kidswear, lingerie and homeware, following the launch of the revamped Foodhall in August 2025 and the reopening of the womenswear and beauty departments in January.
The store remained open while the work was carried out.
M&S has designated the Pantheon branch as its first full-line research and development store for Fashion, Home and Beauty, allowing it to trial new merchandising, design and service features before introducing the strongest-performing elements elsewhere.
The renewed departments have been divided into dedicated “rooms” and product zones, supported by digital displays, ambient lighting, curated playlists and bespoke scents. The design combines the retailer’s heritage green with warm neutral tones.
New features include M&S’s first made-to-order suiting service, alongside dedicated lingerie and babywear rooms, a Beauty Hall featuring the retailer’s own ranges and third-party brands, and a homeware area showcasing its collaboration with interior designer Kelly Hoppen.
The store also includes upgraded click-and-collect, payment and customer-service facilities.
M&S chief executive Stuart Machin said the Pantheon transformation demonstrated the retailer’s strategy to “protect the magic and modernise the rest”.
He added: “We’ve still got a lot to do modernising our estate, with 25 years of catching up to do. But Pantheon is a big step forward.”
The Oxford Street flagship is one of six M&S stores being renewed across London during the current financial year, alongside four new openings in the capital.
Across the UK, M&S plans to open two full-line stores and 18 Foodhalls, as well as completing four extensions and a series of further store renewals.
The investment forms part of M&S’s wider store rotation and supply chain programme.
It previously said it expected annual capital expenditure of between £650m and £750m as it stepped up investment in transformation and future growth.
M&S currently operates 227 full-line UK stores but is working towards a long-term estate of about 200 larger branches, while expanding its directly operated food-only portfolio from 335 locations towards a target of 420.
The retailer’s next major Oxford Street project will be the redevelopment of its Marble Arch branch, where it plans to replace the existing store with a 10-storey mixed-use building containing retail space, offices and a gym.
The rebuild is expected to take four years, with M&S set to trade from a temporary store across the road while construction work is underway.
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