Ray-Ban is to open a flagship store on Oxford Street in the Grade II-listed Oxford Circus Underground station building, with the opening targeted for summer 2027 to coincide with the brand’s 90th anniversary.
The store will be at 241-243 Oxford Street, on the corner of Argyll Street beside Oxford Circus station. Designed by architect Leslie Green in 1906, the building is known for its oxblood-red faience façade. It sits at the western end of the recently pedestrianised section of Oxford Street, making Ray-Ban one of the first new openings on the transformed street.
The eyewear brand is working with Places for London, Transport for London’s property company, and will take the space above the station. The scheme combines two existing ground-floor retail units with the conversion of the mezzanine level from office to retail use, creating a single integrated store of 2,000 sq ft.
The flagship will pair the historic architecture with a modern customer experience, including dedicated consultation spaces and an eye test room designed to support Ray-Ban’s wider vision and prescription offering. The building’s oxblood-red tiled façade closely mirrors the brand’s signature red branding.
“As we approach Ray-Ban’s 90th anniversary, there is no better place to invest in our future than Oxford Street. This landmark flagship will celebrate our heritage while showcasing the next chapter of the brand in one of the world’s most iconic retail destinations. The opportunity to bring new life to such a distinctive London landmark, while creating an immersive Ray-Ban experience for consumers, makes this project particularly special.”
Andre Kitshoff, Managing Director for Retail UK & Nordics, Southeast Asia & Southern Africa, EssilorLuxottica
The London store follows the opening of Ray-Ban House in New York’s Soho earlier this year, as Ray-Ban prepares to mark 90 years of the brand.
Four & Co acted on behalf of Ray-Ban, while Cushman & Wakefield represented Places for London.
“This corner of Oxford Street and Argyll Street has been a landmark part of London’s history for the past 120 years, making the opportunity to reconfigure the space into a flagship retail destination, while simultaneously restoring and showcasing a superb heritage building in the process too good to miss.
Andrew Foulds, Senior Asset Manager, Places for London
We received multiple proposals for the site, but Ray-Ban’s ambition for the space really stood out. I’m excited to see the vision come to life and play a role in the continued evolution of Oxford Street.”
The conversion is intended to preserve and enhance the heritage building, with the store currently targeted to open in summer 2027.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
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