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In Pictures: Under Armour unveils Oxford Street Brand House

Under Armour has unveiled its latest Brand House on London’s Oxford Street, marking a milestone in its European growth plan.

The new store, which opened yesterday (20 July 2023), is the latest in a series of Brand House openings following the success of its Westfield Stratford, Battersea Power Station, and Liverpool ONE stores.

It also features the brand’s latest design direction and enhanced customer experience with innovative features, including connected fitting rooms. which allows customers to feel, try, and learn about the products via interactive touchscreens.

This direction is part of Under Armour’s strategy to grow its omnichannel offering, now with over 200 mono-branded Under Armour stores and enhanced ecommerce experiences across EMEA, the company revealed.

“This renowned retail location represents our dedication to delivering an exceptional retail experience to our valued customers, and we are thrilled to join the esteemed brands already on Oxford Street,” Under Armour managing director of EMEA, Kara Trent said.

“We are a growth brand, and the Oxford Street Brand House marks an exciting milestone for Under Armour as we expand our presence in the UK and the wider EMEA region.”

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