Nike Opens Female-Focused Retail Store in London

November 11, 2025

Nike opened a female-centric store on London’s King’s Road and a shop-in-shop inside Selfridges’ flagship department store, Level 3, at 400 Oxford Street in London.

The King’s Road store, a 4,300-square-foot space, features modular displays and dedicated areas for personalized services, styling consultations and industry-led workshops. The store design is “distinctly Nike and creatively rooted in her shopping preferences,” said Nike, with a large-scale wing sculpture representing a “reflection of Nike’s muse, the winged goddess of Victory, immediately drawing attention and setting the tone for the store.”

The 1,000-square-foot shop-in-shop inside Selfridges, which opened in late October, highlights Nike’s sport performance assortments for women and recent collaborations, including KNWLS Nike. SGB