AllSaints, the global contemporary fashion brand, has launched a new flagship store at Bicester Village, the luxury shopping destination in Oxfordshire housing over 160 designer brands. The boutique replaces the brand’s former space in the Village following sustained footfall and increasing demand.
The expanded 2,362 sq ft store is located on the ground floor within the Village Square, the main heart of Bicester Village. Positioned between iconic names Paige and Jimmy Choo and directly across from Coach and Hugo Boss, the new AllSaints boutique delivers an enhanced in-store experience through a broader product assortment and a refined aesthetic aligned with the Village’s premium character.
This is the first AllSaints Value Retail store in the UK to showcase its elevated design concept, previously introduced at Meadowhall and Trafford outlets and first launched in Los Angeles in 2024. The layout fosters a boutique atmosphere, emphasising personalised, clienteling-led service. A standout feature is the new window display, incorporating a unique hanging mannequin system. Additionally, customers purchasing leather goods can opt for customisation, reinforcing AllSaints’ reputation for iconic leather jackets.
The product mix has also expanded considerably, now including a wide range of apparel, footwear, accessories, handbags, and a dedicated fragrance area—a significant focus for AllSaints during 2025. The store joins a broader rollout by introducing mobile till points, enhancing checkout flexibility in the coming months.
Supporting the increased floor area, AllSaints has strengthened its team by adding six new staff members and appointing a Visual Merchandising Manager to elevate store operations and presentation. On launch day, the brand hosted a celebratory event at the boutique, featuring a live DJ, refreshments, and gift bags worth up to £150 for the first 30 guests.
Reinforcing music’s connection with the brand, AllSaints will host the second edition of ‘Sessions at AllSaints’ on Saturday 19 July in the Village Square from 12 pm. The event will feature three live singers, showcase pieces from the latest Autumn collection and include over 300 prizes for attendees.
Catherine Jobling, AllSaints’ Chief Operating Officer, said:
“Our new and improved Bicester Village location reflects our strategic focus on investing in standout stores where we know our brand resonates strongly. The expansion allows us to elevate the customer experience and showcase more of what makes AllSaints unique. I’m incredibly proud of the team for delivering such a high‑impact store, and grateful to our partners at Bicester Village for working closely with us to help further grow our business.”
Frankie Mallinson, AllSaints’ Global Retail Director, added:
“Bicester Village is a key location for us, and this larger boutique allows us to make a bigger statement across product, presentation and experience. Its opening reflects the strength of our partnership with Value Retail and the hard work invested on both sides. We’re confident that, with the support of our expanded team and the introduction of a broader product offer, this new space will deliver an enhanced in‑store experience and help strengthen customers’ connection to the AllSaints brand.”
