Inside Under Armour’s Oxford Street store as it targets rapid expansion

The new store, inspired by the City of London and the London Underground, is the sportswear brand’s fourth store in the country after it opened branches in Westfield Stratford City, Battersea Power Station and Liverpool One.

Under Armour said the store expansion “reflects the company’s consistent growth and increased consumer demand” in Europe, the Middle East and Africa, which is its fastest-growing region in the current financial year.

The new Under Armour Brand House store will stock the brand’s iconic performance range targeted at athletes, along with innovative features including connected fitting rooms, which allow consumers to feel, try on and learn about the products and their benefits using interactive touchscreens.  

Kara Trent, managing director for Europe, Middle East and Africa at Under Armour, said: “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. 

“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 Europe, Middle East and Africa region.”