The NBA’s official merchandise store opened a new three-storey UK flagship on Oxford street today, at a location once occupied by an American candy shop, in latest sign of revival for London’s main retail throughfare.
The 9,000 square foot store replaces the previous, smaller NBA flagship location Foubert’s Place. It will include screens showing basketball highlights and measurements and handprints of NBA greats.
The site, at 267-269 Oxford Street near Oxford Circus, had been occupied by JD Sports until 2015, but in the years since it had been occupied by sweet shops American Candy and NY Candy. Westminster Council has taken steps to crack down on the candy shop “curse”.
The latest opening follows a number of other high-profile launches in the past year. HMV returned to its flagship location near Bond Street Station last year, while Krispy Kreme opened a new ‘hot light’ shop close to Tottenham Court Road. House of Fraser’s former flagship building is set to be transformed into a huge office, shops, restaurant, gym and swimming pool complex.
“London’s iconic Oxford Street is the ideal location to open a dynamic, expanded retail space and reflects the success of our licensing and merchandise business in the UK,” said NBA Europe and Middle East Associate Vice President, Global Partnerships, Steve Griffiths. “With a diverse range of NBA products, apparel and footwear, this new flagship store will be a destination for casual and devoted fans not only in the UK but visiting from around the world.”
The store is operated by sports merchandise firm Lids.
Bob Durda, president of Lids, said: “We are committed to providing our consumers with a one-of-a-kind retail experience. This new, expanded Oxford Street location seamlessly merges licensed NBA merchandise and memorabilia with interactive games and opportunities that will bring the community together.
“The NBA has been great to work with and we look forward to continuing our partnership to bring state-of-the-art retail locations to fans across the globe.”
