A new flagship Harry Potter store is to open on London’s iconic Oxford Street in Autumn 2026, parent company Warner Bros. Discovery has announced.

The store, which will be operated by Warner Bro’s Global Experiences division, is to be situated within a 21,000 sq ft retail space covering two floors.

Scheduled to open in autumn, it’ll be located at a 9-storey, mixed-use building called The Ribbon on 134-140 Oxford Street.

Along with the new Harry Potter store, The Ribbon will also be home to other retail outlets, office space and even a nightclub.

Described by Warner Bros as a “wizarding emporium”, the store’s interior will pay homage to iconic locations that appear throughout the Harry Potter films and novels.

Harry Potter fans will be able to buy merchandise, take part in interactive experiences and have their photos taken at the store.

Warner Bros already operates a number of Harry Potter fan experiences in or near the British capital. These include the Warner Bros. Studio Tour London - The Making of Harry Potter, located in Leavesden, Hertfordshire, and the Harry Potter Shop at Platform 9¾ in King’s Cross Station in central London. Another London-based Harry Potter store can be found in the Level 3 Departure Lounge, Terminal 5, Heathrow Airport. Internationally, the company has Harry Potter-branded stores in New York, Chicago, Harajuku and Akasaka.

Karl Durrant, senior vice president of worldwide retail at Warner Bros, said: “Harry Potter is deeply rooted in British storytelling, and this will give fans an exciting new way to experience this magical world in the city that features so prominently in the stories.  Offering a completely new retail experience for Harry Potter fans which will delight and entertain, it’s going to be very special.”

While a date for the launch is yet to be confirmed, it comes at a time when the iconic London retail street is undergoing a major transformation, with plans to pedestrianise the area from Orchard Street to Great Portland Street – from Ikea to Selfridges – approved last week.

Mayor Sadiq Khan has instructed the team leading the project to move "as quickly as possible" to close the road to private motorised vehicles, buses, taxis, bikes and scooters. He said: "Revitalising Oxford Street will help to super-charge regeneration, boosting growth, jobs, and economic activity. I can’t wait to start delivering these bold plans to unlock the full potential of the nation’s high street, as we continue building a better London for everyone."

Critics, including Westminster City Council Conservative leader Paul Swaddle described the plan as a "vanity project" for the mayor, telling the BBC that "The consultation was fudged... and people are really concerned here locally."

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