Oasis has opened a brand new flagship store in London’s West End, representing the culmination of a £7million 18-month investment programme. Oasis, which celebrates its 20th anniversary this year, is part of Aurora Fashions which also owns Coast and Warehouse.

The store at 12 - 14 Argyll Street has 5,100 square feet of trading space arranged over two floors. The two floors create a feeling of night and day, with moving stage lamps enabling the mood to be changed from day to day and season to season. The fitting rooms have been opened up to create a dedicated social space for friends and partners.

A suite of mobile iPads equipped to handle transactions outnumber fixed tills and allow customers to flick through the brand’s latest online Lookbook. Further mobile point of sale innovations will be introduced in the store over the coming months.

Liz Evans, managing director of Oasis, says: “The growth in multi-channel – especially internet – retailing means customers are demanding more from physical stores: more excitement, outstanding service and a more personalised experience driven by new technology. We believe our Argyll Street store will lead where others will follow.”

The new design concept will be rolled out to the Oasis store in Westfield Stratford City, scheduled to open in Spring 2012.

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