M&S Unveils Renewed Pantheon Flagship on Oxford Street
The Oxford Street store brings M&S Food, Fashion, Home and Beauty together across four renewed floors, while serving as a test site for future store formats.
M&S has officially opened its transformed Pantheon flagship on Oxford Street in central London, completing a phased renewal spanning four floors and almost 100,000 sq ft of shopping space.
The renewed M&S Pantheon store brings together Food, Fashion, Home and Beauty within the building, which retains its distinctive green ‘PANTHEON’ lettering. The lower-ground, fresh market-style foodhall opened last August, followed by Womenswear and Beauty in January.
The remaining two upper floors have now opened, introducing renewed Menswear, Kidswear, Lingerie and Home departments.
A Test Site for Future Store Formats
The Fashion, Home and Beauty floors have been developed as a research and development concept intended to inform a blueprint for future M&S stores.
The retailer will use Pantheon to test new approaches to layouts, presentation and customer services. Features that prove successful may subsequently be introduced across the wider store estate.
Dedicated rooms present curated collections across the floors, supported by product zoning and architectural features. The interior uses ambient lighting, a palette of M&S heritage green and warm neutral tones, bespoke scents and curated playlists.
New Departments and Services
Among the additions is a bespoke suiting service, described as a first for M&S menswear, which allows customers to create a made-to-order suit in store.
Other features include a dedicated Body Shop lingerie room, a Babywear room and a Beauty Hall offering M&S ranges alongside third-party brands, including K-Beauty.
An M&S x Kelly Hoppen homeware edit is presented within a dedicated section of the Home department designed by the interior designer.
The wider store also introduces revised product displays, digital screens providing outfit inspiration and updated Click & Collect, payment and customer service facilities.
Store Renewal Programme
M&S said store renewal and rotation remained a priority as it sought to place its stores in locations and formats intended to meet changing customer requirements.
Marks and Spencer Pantheon is one of six existing M&S stores being renewed in London during the current financial year, alongside four new openings in the capital.
Across the UK, the retailer plans to open two new full-line stores and 18 Food stores, complete four extensions and undertake a number of further renewals.
The completion of Pantheon also coincides with M&S’s centenary in the fashion industry and its plans to launch a debut London Fashion Week collection this autumn.
“In 2019, we built the blueprint to modernise our Food business, with a new food format designed to capture the soul of a fresh market. We started at Clapham St John’s Road and have renewed 160 of our food stores since then, including here at Pantheon. Now we’re taking that same approach into Fashion, Home and Beauty. Pantheon on Oxford Street, where we’ve had a store since 1938, is our first full-line flagship and our R&D store for Fashion, Home and Beauty. It’s where we’re testing how we make shopping our ranges easier, more curated and more inspiring, from clearer product moments to how the store looks and feels overall. It’s a good example of our strategy to protect the magic and modernise the rest, holding on to the quality, style and value people know and trust us for, while making the experience more modern. 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.”
Stuart Machin, Chief Executive, M&S
The opening of the upper floors completes the phased renewal of the Pantheon store’s Food, Fashion, Home and Beauty departments.
