Since opening its first store in Belluna, Italy, in 1965, and its second in Paris in 1968, the company has expanded to over 5,000 stores worldwide. Its clothing has always been promoted as a fashion range to embrace all colours, creeds, cultures and genders. From those early days of marketing its iconic knitwear range, the retail giant has diversified into all forms of fashion, accessories, and home and living products.
Opened in March 2018, United Colours of Benetton’s flagship store at 89 Oxford Street is a magnificent three-storey building. The whole place is full, not just with Benetton’s sizable product range, but the latest digital technology available, to provide consumers an exciting new shopping experience.
Walking through the 12 foot high, LED covered archways as you enter the store, expectations immediately rise. The arches display illustrations, character, and colour tones selected by Benetton’s in-house design team. With 15,000 square metres of floor space and high ceilings, the interior is light, bright and airy. The store has a relaxing lounge area, where clients can sit and browse fashion and home design periodicals, or use the touchscreen tables to peruse the United Colours of Benetton product portfolio. If your interest is Benetton’s world famous knitwear collections, the ‘knitwear theatre’ has staff available to display the products at your convenience.
All interior design is by Benetton’s own Fabrica design team. A mix of natural materials such as iron, wood and stone; all floor areas are intended to encourage the consumer to explore a little further. Each level is easily accessed via the ‘loop’ stairway, which also leads you to one of the 55 points of sale.
This is the UK’s 16th United Colours of Benetton store and 11th in the London area. Benetton’s marketing emphasis has changed, once again focusing on its core knitwear and fashion products. With the forward looking design and store layout, and the new Tottenham Court Road metro station due to open later in the year, the United Colours of Benetton will offer thousands of extra West End visitors an exciting new way to enjoy a little retail therapy.
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