11-07-2025
Luxury fashion brand opens new upsized store at Oxfordshire shopping outlet
A luxury fashion brand has opened a new upsized store at an Oxfordshire shopping outlet.
AllSaint's Bicester Village boutique, which opened on Wednesday, July 2, replaces the company's previous unit in Bicester Village, following 'strong footfall and growing customer demand'.
The larger space enables AllSaints to deliver an 'enhanced in-store experience'.
The 2,362 sq ft. store, located on the ground floor, is situated in the Village Square, the central hub within Bicester Village.
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It is surrounded by renowned luxury brands, positioned between Paige and Jimmy Choo, and directly across from Coach and Hugo Boss.
The new boutique is the first of AllSaints' UK Value Retail locations to feature its 'elevated design concept', which is already in place at stores in Meadowhall and Trafford, and originally launched in Los Angeles in 2024.
It features a unique window display incorporating a new hanging mannequin system, and customisation will also be available with any leather product purchased at the store.
Customers can also expect to see an expanded selection of products, across apparel, footwear, accessories and handbags, as well as a dedicated fragrance area, which the brand says is a 'key focus' in 2025.
The new AllSaints store in Bicester Village (Image: AllSaints) This store will also be amongst the first to introduce mobile till points, as part of a wider store roll-out taking place over the coming months.
AllSaints has also expanded its team to support the larger space, hiring six additional staff members and a Visual Merchandising Manager to enhance operations and elevate in-store displays.
Opening day saw AllSaints host a launch event at the new boutique, with a live DJ and drinks, in keeping with recent launch events such as for London's St Pancras store.
The first 30 customers to arrive also received a gift bag worth up to £150.
The celebrations will continue on Saturday, July 19 when AllSaints will be hosting its second 'Sessions at AllSaints', in the Village Square from 12pm.
The afternoon will feature three live singers, with music being intrinsic to the brand's identity, and will showcase garments from the latest Autumn collection. Over 300 prizes will also be on offer to attendees.
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Catherine Jobling, AllSaints' Chief Operating Officer, said: "Our new and improved Bicester Village location reflects our strategic focus on investing in standout stores where we know our brand resonates strongly.
"The expansion allows us to elevate the customer experience and showcase more of what makes AllSaints unique.
"I'm incredibly proud of the team for delivering such a high-impact store, and grateful to our partners at Bicester Village for working closely with us to help further grow our business.'
Frankie Mallinson, AllSaints' Global Retail Director, said: "Bicester Village is a key location for us, and this larger boutique allows us to make a bigger statement across product, presentation and experience.
"Its opening reflects the strength of our partnership with Value Retail and the hard work invested on both sides.
"We're confident that, with the support of our expanded team and the introduction of a broader product offer, this new space will deliver an enhanced in-store experience and help strengthen customers' connection to the AllSaints brand."
