In pictures: Warehouse flagship opens on Oxford Street

Warehouse opened its “first ever” London flagship on Oxford Street today.

Trading from 2,500 sq ft, the store has two floors and replaces the Monsoon branch that ceased trading here last year.

Liz Evans, chief executive of both Oasis and Warehouse, said: “We pulled the mezzanine forward by about 5ft and gained the best part of 600 sq ft, by also expanding at the back of the shop.”

The store features raw brick walls, black low-height fixturing in the mid-shop and a large number of light-boxes around both floors.

The ground floor features a casual offer, while upstairs is the retailer’s ‘Spotlight’ range for more dressy occasions.

Staff have access to 10 iPads which can function as mobile tills and there is a till-point in the first floor fitting room. iPads have also been embedded in the cashdesk at the back of the ground floor. The store features elements from the current ‘Fashion Shooter’ campaign, which focuses on photography and fashion.

By cutting the back-of-shop space, an extra 600 sq ft has been added to the selling area, increasing the chances that this will prove an efficient selling vehicle for Warehouse.

The store follows the design created for Warehouse by Brown Studio and piloted in Leeds, Bristol and Belfast. Evans also highlighted the “exclusive” product that has been created solely for this store.