Global sportswear brand Nike has revealed plans to open two new retail destinations in London aimed specifically at female shoppers. The first opened on 23 October at Selfridges London, with the second set to launch on 6 November via a refreshed store on King’s Road.
At Selfridges, Nike has introduced a 93 sqm shop‑in‑shop inside the luxury department store, located at 400 Oxford Street, London. According to Nike, the space is “designed to spotlight Nike’s sport performance assortments and most exclusive and in‑demand product collaborations, curated for her, including KNWLS Nike.” The launch collection includes a Weatherized Running range and the Winterized Swift Premium Apparel.
On 6 November, Nike will reopen its King’s Road store under the name Nike Women King’s Road. The entire product assortment in this location will serve women only, with a focus on sport performance leading the offer, complemented by Nike sportswear collections. The store’s design includes a large wing sculpture, said to reflect Nike’s muse – the winged goddess of Victory – and a cohesive footwear wall that spans performance and sportswear categories.
Nike EMEA’s Stephanie Strike, vice‑president of Nike Direct EMEA, is quoted saying: “Nike Women King’s Road and the Nike shop‑in‑shop at Selfridges reflect Nike’s commitment to serving women. Each retail expression creates a uniquely Nike space to introduce new experiences, product innovations and inspirations that shape the culture of sport and style in London and beyond. These small format expressions are just the beginning and will influence how Nike shows up for women across all retail locations.”
Nike emphasises that its investment in these spaces is part of a wider strategy: to create “bold and distinctive sport retail experiences to serve all consumers with the best of Nike, however and wherever they choose to shop.” The brand adds it remains “always centred around sport, but designed for local communities and needs.”
By launching two women‑centric formats in one city, Nike is signalling a targeted approach to female consumers in the UK market. The Selfridges shop‑in‑shop offers a luxury, curated context for women’s performance and collaboration pieces, while the King’s Road store provides a dedicated all‑women venue for performance and lifestyle product, wrapped in store design and shopping experience tailored to female preferences.
These store openings follow Nike’s previous London efforts including its “Live” and “Rise” concepts, which emphasise community, digital integration and neighbourhood‑oriented formats. Nike’s King’s Road store is described in advance commentary as a “small‑format space focused entirely on women”.
Nike’s dual launch in London represents a concerted effort to elevate women’s retail within its direct‑to‑consumer strategy, combining exclusive products, tailored store environments and distinct positioning for female shoppers in the heart of a major European city.
