A flagship Adidas store has been proposed for 425 Oxford Street, W1.
Joint venture partners Grosvenor Britain and Ireland and Stow Capital Partners have agreed to prelet 43,000 sq ft to the sports retailer.
PLP Architecture’s design for the store includes extending the lower five floors of the 10-storey building and changing the façade.
A planning application will be submitted to Westminster city council after public and stakeholder consultations.
The new store will open in 2018 subject to approval.
Craig McWilliam, executive director London estate at Grosvenor, said: “We all need to invest in the quality of shops, public spaces and shopping experience so that Oxford Street can carry on attracting the world’s best retailers. Adidas’ investment is a vote of confidence in the West End’s potential for growth.”
Roland Auschel, executive board member, global sales, at Adidas, said: “We are incredibly excited about realising this project in the heart of London. Key cities such as London will play a lead role in influencing and shaping the future of our brands. We will ‘wow’ our consumers through consistent premium presentation at every touchpoint.”
